5 Best Marketplaces to Sell on in Brazil in 2026

Choosing the best marketplaces to sell on in Brazil in 2026 can help companies and small entrepreneurs expand their reach, increase sales, and reduce their dependence on a single channel. Platforms such as Mercado Livre, Shopee, Amazon, Magalu, and TikTok Shop attract millions of consumers and offer different growth opportunities.

However, each marketplace has its own characteristics, including sales volume, audience profile, competition, costs, logistics, and expansion potential. Therefore, analyzing revenue, growth, and performance data can help identify which platforms truly offer the best conditions for new sellers.

Below, you will find a ranking of the five largest marketplaces to join in Brazil in 2026, along with sales data, reasons to invest in each platform, and a growth comparison between the main options in the market.

The 5 Best Marketplaces to Sell on in Brazil in 2026

To determine the best marketplaces to sell on in Brazil in 2026, this ranking considers factors that directly influence the performance of new sellers. These include sales volume, recent platform growth, logistics infrastructure, and opportunities to gain visibility within each sales channel.

Criteria Used in the Ranking

The analysis considers four main factors:

• Sales volume and sales potential in Brazil;
• Recent platform growth;
• Logistics infrastructure and conversion capacity;
• Opportunities for new sellers to join and gain market share.

For this reason, the ranking does not consider only the current size of each marketplace. A smaller platform may achieve a good position when it presents accelerated growth, lower saturation, or favorable conditions for new sellers.

What Is the Difference Between GMV and Revenue?

Before comparing the numbers, it is important to understand that GMV and revenue do not represent the same thing.

GMV, or Gross Merchandise Value, corresponds to the total value of the products sold through a platform during a specific period. Revenue, on the other hand, represents the amount the company actually recognizes through commissions, advertisements, logistics services, subscriptions, and direct sales.

Understanding this difference helps prevent incorrect interpretations. A marketplace may process billions of reais in sales while reporting lower revenue because only part of that amount remains with the company.

In addition, not all platforms disclose specific data about their operations in Brazil. In some cases, the available numbers include global or regional results, which requires careful analysis before comparing the performance of each marketplace.

5th Place: TikTok Shop

Why TikTok Shop Is Included in the Ranking

TikTok Shop does not yet have the same absolute sales volume as Mercado Livre, Shopee, or Amazon in Brazil. However, it is the platform with the most aggressive growth curve and one of the greatest opportunities for sellers offering products that can be demonstrated through video.

Between May 2025 and May 2026, the average daily GMV of the Brazilian operation grew 102 times. In livestreams, the average daily number of broadcasts increased 20 times, while the average daily GMV generated through livestreams grew 161 times.

Proof of Sales

Some cases disclosed by the platform include:

• Riachuelo accumulated more than 130,000 orders during its first 12 months.
• Moderna began selling more than 10,000 units per day, with TikTok Shop accounting for 60% of the company’s sales.
• A live commerce operation generated US$100,000 during a single livestream.
• Vittare Home reached approximately R$200,000 in monthly sales, with 75% of its revenue coming from the platform.
• One creator generated R$1.08 million in GMV, including R$753,000 generated through livestreams.

Platform Revenue

TikTok does not disclose the specific revenue generated by TikTok Shop Brazil or the absolute GMV of its Brazilian operation. The official data released through August 2026 mainly consists of growth rates and seller performance results.

Therefore, it would not be accurate to convert the 102-fold growth into a revenue estimate without knowing the initial base.

Why Is TikTok Shop Worth Joining?

TikTok Shop can be particularly attractive for:

• Cosmetics and beauty products;
• Fashion and accessories;
• Home and kitchen products;
• Demonstrable products;
• Impulse-purchase products;
• Brands working with creators or affiliates;
• Products with enough margin to support affiliate commissions.

Its main advantage is the combination of content, affiliates, live commerce, and checkout within the same platform. A video can generate product discovery and a sale without requiring consumers to search for the product beforehand.

Main Disadvantage

The operation requires continuous content production, creators, livestreams, or affiliate commissions. Simply listing a product is unlikely to generate consistent results.

Verdict: TikTok Shop is the largest emerging opportunity on the list, but it is still less predictable than traditional marketplaces.

4th Place: Magalu

Magalu has an established operation, strong national presence, and an ecosystem that includes Magazine Luiza, Netshoes, KaBuM!, Época Cosméticos, and other sales channels.

In 2025, the ecosystem recorded R$65 billion in total sales. Online sales reached R$44 billion, with R$27 billion coming from the company’s first-party retail operation.

Proof of Marketplace Sales

The marketplace, also referred to as the company’s third-party or 3P operation, accounted for 39% of Magalu’s online sales in 2025.

Applying this percentage to the R$44 billion in online sales:

R$44 billion × 39% = approximately R$17.2 billion in seller sales.

This calculation represents an estimate derived from the official figures released by the company.

In the second quarter of 2025 alone, the marketplace processed R$4.1 billion in sales. During the same period, the number of sellers using fulfillment services increased by 32%.

Company Revenue and Financial Performance

In 2025:

• Total ecosystem sales: R$65 billion;
• Online sales: R$44 billion;
• Estimated marketplace GMV: approximately R$17.2 billion;
• Adjusted EBITDA: R$3.1 billion;
• Adjusted EBITDA margin: 7.9%.

It is important to note that the R$65 billion figure represents total ecosystem sales, not the company’s net revenue.

Why Is Magalu Worth Joining?

Magalu can perform well for sellers offering:

• Home appliances;
• Electronics;
• Furniture;
• Home and decoration products;
• Computers and gaming products;
• Beauty products and cosmetics;
• Sporting goods;
• Brands that need nationwide distribution.

The platform also benefits from integrating several specialized sales channels. Sellers can reach different audiences through the broader Magalu ecosystem.

Magalu Fulfillment was already being used in 29% of marketplace orders during the final quarter of 2025, an increase of five percentage points compared with the same period in 2024.

Main Disadvantage

Traffic and purchase frequency tend to be lower than on Mercado Livre, Shopee, and Amazon. Opportunities can also vary significantly depending on the product category.

Verdict: Magalu is a solid marketplace, particularly for categories in which its ecosystem already has strong authority.

3rd Place: Amazon Brazil

Amazon combines brand credibility, Prime customers, its own logistics infrastructure, and an audience that tends to value fast delivery, customer reviews, and high-quality product listings.

In 2025, the Brazilian operation surpassed 100,000 selling partners and offered more than 150 million products across more than 50 categories.

Proof of Sales

Amazon does not disclose the GMV or revenue specifically generated by its Brazilian marketplace. However, several relevant indicators demonstrate its scale:

• More than 60% of global sales in Amazon’s store are generated by third-party sellers.
• During a single Prime Day event, selling partners sold more than 200 million items worldwide.
• Prime Day 2024 recorded the highest purchase volume in the history of Amazon’s Brazilian operation up to that point.
• A Brazilian small business featured by Amazon reported surpassing R$1 million in sales over three years.

These figures do not replace Brazilian GMV data, but they demonstrate that the marketplace operates at scale and that third-party sellers represent a significant share of its activity.

Platform Revenue

Amazon discloses global and regional financial results, but it does not separately report revenue generated by its Brazilian marketplace.

Therefore, figures such as Amazon’s global revenue should not be presented as if they represented sales on Amazon.com.br. The company’s operation includes AWS, advertising, subscriptions, direct retail, and several other business divisions.

Growth of Amazon’s Brazilian Infrastructure

The number of sellers increased from more than 78,000 in 2024 to more than 100,000 in 2025, representing approximate growth of 28% in the seller base.

In 2026, the company also:

• Expanded Fulfillment by Amazon, or FBA, to 100% of its Brazilian distribution centers;
• Made individual microentrepreneurs, known locally as MEIs, eligible for the program;
• Began offering delivery within a few hours for selected products in São Paulo and Rio de Janeiro;
• Reduced or subsidized logistics costs under selected delivery programs.

Is It Worth Selling on Amazon Brazil?

Amazon can be a strong option for:

• Branded products;
• Electronics and accessories;
• Books and stationery;
• Home and kitchen products;
• Beauty and personal care products;
• Repeat-purchase products;
• Standardized products with strong reviews;
• Brands seeking to build credibility.

Amazon customers tend to respond positively to Prime delivery, seller reputation, customer reviews, detailed product information, and immediate availability.

Main Disadvantage

The catalog is highly competitive. Generic products, poorly structured listings, or products without customer reviews may take longer to gain visibility.

In addition, because Amazon does not disclose its Brazilian GMV, direct financial comparisons with Mercado Livre and Magalu remain limited.

Verdict: Amazon is an excellent option for established brands, standardized products, and businesses that can take advantage of FBA.

2nd Place: Shopee

Shopee ranks second mainly because of its growth, purchase frequency, promotional strength, and strong presence among small sellers.

The platform performs particularly well with low- and mid-priced products, impulse purchases, fashion, accessories, home products, beauty products, stationery, and practical everyday items.

Proof of Sales

In 2025, considering all countries in which it operates, Shopee recorded:

• US$127 billion in GMV;
• 27% GMV growth;
• Approximately 400 million active buyers;
• Around 20 million sellers;
• More than US$880 million in adjusted e-commerce EBITDA.

Shopee’s advertising revenue increased by more than 70% in 2025. The number of sellers purchasing advertisements grew by more than 20%, while average spending among those advertisers increased by more than 45%.

Company Revenue

Sea Limited, Shopee’s parent company, recorded the following results in 2025:

• Record total revenue of US$23 billion;
• 36% growth compared with 2024;
• Net income of US$1.6 billion;
• Adjusted EBITDA of US$3.4 billion.

These figures include Shopee, financial services, and Garena. Therefore, they do not represent the marketplace alone.

Limitations of the Brazilian Data

Shopee does not regularly disclose GMV separately for Brazil. Therefore, the US$127 billion figure demonstrates the platform’s global scale, but it cannot be treated as Brazilian marketplace revenue.

Even so, Brazil is considered one of the company’s strategic markets and has a broad logistics and commercial operation.

Is It Worth Selling on Shopee?

Shopee can be a good option for:

• Products priced up to approximately R$200;
• Fashion and accessories;
• Beauty products;
• Home and decoration products;
• Stationery;
• Practical household items;
• Scalable handmade products;
• Products with variations;
• Kits and small gifts.

The platform offers frequent promotional campaigns, coupons, subsidized shipping, internal advertising, and strong exposure for competitively priced products.

Main Disadvantage

There is intense pressure to offer low prices, discounts, and campaign participation. Depending on the category, commissions, shipping, coupons, and advertising can consume a significant portion of the seller’s margin.

Competition from importers and sellers offering very low-priced products is also common.

Verdict: Shopee is one of the best entry points for small sellers, provided that the product has a competitive price and the profit margin has been calculated correctly.

1st Place: Mercado Livre

Why Is Mercado Livre the Best Marketplace to Join in 2026?

Mercado Livre remains the most complete marketplace for most Brazilian sellers.

Its ecosystem includes:

• A large volume of buyers;
• High purchase intent;
• Established logistics infrastructure;
• Integrated payments;
• Credit for consumers and sellers;
• Internal advertising;
• Fulfillment services;
• Fast delivery;
• Strong visibility in Google search results.

Proof of Sales

In 2025, considering Latin America, Mercado Livre recorded:

• US$65 billion in GMV;
• 26% GMV growth;
• 2.4 billion products sold;
• More than 120 million unique buyers during the year;
• Total revenue of US$28.9 billion, an increase of 39%;
• Commerce revenue of US$16.3 billion, an increase of 34%.

In the fourth quarter of 2025 alone:

• GMV reached US$19.9 billion;
• 752 million items were sold;
• The number of unique buyers reached 83 million;
• Approximately 75% of fast-delivery shipments were delivered within 48 hours.

Performance in Brazil

In the fourth quarter of 2025:

• The number of items sold in Brazil increased by 45%;
• Brazilian GMV increased by 35% on a currency-neutral basis.

This is one of the strongest indicators in the ranking because it represents growth directly associated with the Brazilian operation.

Company Revenue

In 2025:

• Total revenue: US$28.9 billion;
• Commerce revenue: US$16.3 billion;
• Mercado Pago revenue: US$12.6 billion;
• Operating income: US$3.2 billion;
• Net income: US$2 billion.

Once again, the US$65 billion in GMV represents the total value of products sold through the platform, while US$28.9 billion represents revenue recognized by the company.

Why Is It Worth Selling on Mercado Livre?

Mercado Livre works for almost every product category, including:

• Electronics;
• Auto parts;
• Tools;
• Home and decoration products;
• Fashion;
• Beauty products;
• Sporting goods;
• Industrial products;
• Food products;
• Customized products;
• B2B products;
• High-ticket products.

In addition to its scale, the platform offers a complete seller journey. Sellers can list products, receive payments, ship orders, finance working capital, and invest in advertising within the same ecosystem.

Main Disadvantage

Mercado Livre is the most competitive marketplace on the list. Seller reputation, shipping times, pricing, listing quality, and conversion history directly influence product visibility.

Joining without proper margin and logistics planning may generate sales, but it will not necessarily generate profit.

Verdict: Mercado Livre offers the best balance of scale, trust, logistics, category diversity, and growth potential.

Final Ranking of Marketplaces in Brazil

Marketplace Growth Comparison in Brazil

The percentages below are not directly equivalent because each company discloses different metrics and geographic scopes.

How Should You Interpret This Comparison?

TikTok Shop presents the highest percentage growth, but it started from a small base because it only launched in Brazil in May 2025.

Mercado Livre shows the most consistent growth among established platforms. Increasing GMV by 35% and the number of items sold by 45% across an already large operation is a stronger indicator than multiplying results from a small initial base.

Shopee continues to record strong growth, but its most complete public data covers the global operation rather than Brazil alone.

Amazon demonstrates growth in its seller base and infrastructure, although it does not disclose Brazilian GMV growth.

Magalu presents more moderate growth, but its marketplace processed an estimated R$17.2 billion in 2025 and benefits from an established national infrastructure.

Practical Marketplace Recommendation

For most companies, the safest order of implementation would be:

Mercado Livre → Shopee or Amazon → Magalu → TikTok Shop.

The choice between Shopee and Amazon depends on the positioning of the product:

• Popular, visual, and price-sensitive products: Shopee.
• Branded, standardized products with higher perceived value: Amazon.
• Demonstrable, viral, or creator-driven products: TikTok Shop.
• Appliances, furniture, technology, sporting goods, and beauty products: consider the Magalu ecosystem.

The most effective strategy usually does not involve choosing only one marketplace. Ideally, the company should begin with one primary channel, validate its margins, logistics, and conversion rate, and then expand its best-performing listings to other platforms.

How Do I Decide Which Marketplace to Join?

To choose the most suitable marketplace, evaluate your product profile, customer behavior, competition, and platform costs. Popular products with competitive prices may perform well on Shopee, while branded products with higher perceived value may find a more qualified audience on Amazon.

It is also important to compare commissions, advertising fees, logistics costs, shipping rules, and payment schedules. A marketplace may generate a large number of sales while reducing profitability if the operating costs are not calculated correctly.

In addition, analyze the infrastructure required to process orders. High-volume platforms require efficiency in product picking, packaging, shipping, and customer service. Before joining, confirm that your company can maintain delivery times, seller reputation, and product availability.

Being present on more than one marketplace is not a problem. In fact, this strategy can expand the brand’s reach and reduce its dependence on a single sales channel. However, inventory management must be properly organized to prevent customers from purchasing products that are no longer available.

How to Organize Your Business Across Multiple Marketplaces

When selling through different platforms, the best approach is to allocate a specific quantity of products to each sales channel. If a company has 100 units of a product and sells through two marketplaces, it can make 50 units available on each platform.

This allocation prevents both marketplaces from considering the same inventory as available. If all 100 units appear simultaneously on both platforms, the company risks selling more products than it actually has in stock.

This type of error harms the customer experience because a buyer may complete a purchase and later receive a notification that the product is no longer available. In addition to causing frustration, the cancellation may damage the seller’s reputation, reduce listing visibility, and result in marketplace penalties.

Companies processing a larger volume of orders can also use inventory integration systems. These tools automatically update product availability across each channel, centralize orders, and help reduce operational errors.