Key figures
| Metric | Value | Note |
|---|---|---|
| Internet Users | 150 million | Penetration of 85% |
| Digital Ad Spend | R$120 billion | Up 15% year-over-year |
| E-commerce Penetration | 15% | Of total retail sales |
| Average Time Online | 8.0 hours | Daily per user |
| Mobile Share of Digital Ad Spend | 75% | Dominant channel |
Brazil's digital market is poised for significant expansion in 2026, driven by rapid internet adoption and a growing e-commerce sector. Digital advertising spend is increasing dramatically, particularly on mobile platforms.
Overview
The Brazilian digital economy is characterized by a young, mobile-first population with high engagement rates. Digital advertising and e-commerce are experiencing accelerated growth, fueled by increasing internet access and a burgeoning middle class.
Breakdown
- Digital Ad Spend Growth Areas: Social media, video, and performance marketing lead.
- E-commerce Drivers: Convenience, wider product availability, and increasing trust in online transactions.
- Digital Payment Adoption: Rapid growth in Pix and digital wallets.
Outlook
The Brazilian digital market is expected to maintain its high growth trajectory in 2026, with continued investment in digital infrastructure and expanding online consumer behavior. Digital ad spend and e-commerce GMV are projected to increase substantially.
Sources: industry surveys, platform filings, and modeled estimates for 2026