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Sensor Tower · Abraham Yousef · October 2024
Black Friday Offers an Opportunity for Brazilian Retailers
Although persistent inflation stifled economic growth and potentially hindered holiday retail sales in Brazil in 4Q23, top advertisers increased Facebook ad spend to gain consumer attention during the crucial sales period. Sensor Tower data shows that MAUs for the shopping app cohort in Brazil increased 11% MoM in Nov’23.
Key Takeaways:
OLX saw the largest increase in advertising spend, though the company still only accounts for 2% of spend across the shopping cohort while Mercado Libre accounted for 40% of spend in Nov’23, up 30ppts YoY
Half of the advertisers within the shopping cohort allocated the highest percentage of their 4Q23 budget to advertising in November, with Casas Bahia and Americanas dedicating the highest percentage of their respective budgets solely to Nov'23 at 51% and 47% of total spend, respectively
Americanas saw the largest jump in MoM spend in Nov’23, up over 200% MoM, followed distantly by Casas Bahia, up 65% MoM
Temu has created the largest disruption across the shopping cohort over the past 3 years, as the app accounts for ~15% of Brazil shopping app MAUs in 4Q24 QTD, while Shoppe has also seen material growth in its share of MAUs, up 15ppts since 4Q20; additionally, fellow Chinese e-tailer, SHEIN, has also seen 7ppts of growth during the same period
Americanas, OLX, Magalu and Mercado Libre have experienced the largest declines in market share in Brazil as MAUs have fallen an average of 7ppts each since 4Q20
For more information, request the full report from reports@sensortower.com.
