Leading Shopping Brands in Brazil: Q4 2024 Performance Analysis

Introduction

As we delve into the dynamic landscape of the shopping category in Brazil for Q4 2024, we spotlight three leading brands: MercadoLibre S.R.L., Magazine Luiza (Magalu), and SheIn Group Limited. These brands have demonstrated significant digital presence across both web and app platforms. Sensor Tower’s comprehensive data provides insights into their performance, highlighting trends and audience engagement across Q3 to Q4 2024.

MercadoLibre S.R.L.

MercadoLibre stands out with its robust digital footprint, encompassing its website, mercadolibre.com, and the Mercado Libre app.

• Audience Trends: From October to December 2024, mercadolibre.com saw a steady increase in unique visits, rising from 53M in October to over 57M in December. The monthly deduplicated audience remained stable above 140M throughout the quarter, with a notable spike in app-only visitors reaching nearly 94M by December.

• App Engagement: The app’s monthly active users fluctuated slightly, peaking at over 36M in November before settling back to around 35M in December.

• Ad Spend & Channels: MercadoLibre’s monthly advertising spend increased from approximately $7M in October to over $8M in December, with significant impressions primarily through Facebook and TikTok. Facebook alone accounted for over 2.5B impressions in December.

Magazine Luiza (Magalu)

Magazine Luiza, or Magalu, showcases a strong presence via its website, magazineluiza.com.br, and the Magalu: loja e compras online app.

• Audience Trends: The website experienced a surge in activity in November, with unique visits reaching around 107M, before slightly decreasing to 100M in December. The monthly deduplicated audience peaked at over 144M in November.

• App Engagement: The app’s monthly active users grew steadily, surpassing 13M by year’s end, reflecting increased mobile engagement.

• Ad Spend & Channels: Magalu’s monthly ad spend varied, peaking in August at around $3.9M, while impressions were highest on Facebook, with over 1.2B in August.

SheIn Group Limited

SheIn continues to capture attention with its website, shein.com, and the SHEIN app.

• Audience Trends: Shein.com saw a peak in unique visits in November with around 26M, before a slight decline in December. The monthly deduplicated audience remained robust, nearing 101M in November.

• App Engagement: The SHEIN app maintained a stable monthly active user base, with active users around 19M in December.

• Ad Spend & Channels: SheIn’s advertising strategy was aggressive in November, with monthly spend exceeding $5M and impressions reaching nearly 2.9B, primarily on Facebook.

Conclusion

Throughout Q4 2024, MercadoLibre, Magalu, and SheIn have demonstrated their dominance in Brazil’s shopping category. With Sensor Tower’s unparalleled data offerings, including Web Insights, App Performance Insights, and Pathmatics, businesses can gain critical insights into cross-platform user behavior and advertising trends. These brands exemplify the power of robust digital strategies in capturing and engaging audiences across multiple platforms.

By leveraging Sensor Tower’s insights, decision-makers can drive strategic growth and maintain competitive advantage in an ever-evolving digital marketplace. Explore our solutions to elevate your business intelligence today.