How the increase in international purchases influences national retail
THE increased international purchases influence national retail silently, but profoundly transformative.
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What was once a one-off alternative is now consolidating itself as a new consumer habit among millions of Brazilians.
Easy access to foreign platforms and highly competitive prices are reshaping the country's commercial landscape—with impacts that go far beyond the simple act of buying online.
Summary:
- Introduction to the new retail landscape
- Brazilian consumer behavior in 2025
- Direct and indirect impacts on national retail
- Fiscal and logistical challenges in the local ecosystem
- National trade adaptation strategies
- The role of technology and experience in loyalty
- Trends for the future of consumption and retail
- Frequently asked questions
The silent revolution of global consumption
It has never been easier to buy a product from the other side of the world than it is now.
The growth of international shopping is fueled by platforms like AliExpress, Shein, and Shopee, which offer competitive pricing and a streamlined shopping experience—even with a wait of up to 30 days to receive the item.
In 2024, the volume of international parcels grew by 57%, according to data from the Federal Revenue Service.
The trend remains on the rise this year, and the movement is no longer an exception: it is a consolidated behavior.
A generic brand sneaker for R$ 150, coming from Asia, can cost half the price of a domestic one with similar characteristics.
This type of choice, multiplied by millions of consumers, redefines the role of local commerce.
And it's not just about cheaper products. Variety, distinctive aesthetics, and the ability to escape the standardization of physical shelves contribute to the appeal of these purchases.
The modern consumer wants freedom, and the internet has globalized their choices.
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The Brazilian consumer: demanding, digital and pragmatic
In 2025, selling isn't enough—you have to convince. The new consumer is informed, compares prices in real time, reads reviews from other countries, and demands more meaningful experiences.
This new mentality has pressured local businesses to review decades-old practices.
A survey by Ebit|Nielsen published in March 2025 showed that 74% of Brazilians between 18 and 34 years old have made at least one international purchase in the last 6 months.
More than half said price was the main motivator, but 36% also cited “unique design” as a relevant factor.
This change in habit has a direct consequence: increased international purchases influence national retail by diluting consumer loyalty.
If the same audience that previously frequented neighborhood stores or shopping malls now buys directly from China, it's because the sense of belonging to the brand or local business has weakened — or, worse, has been neglected.
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How Brazilian commerce feels the impacts
The effects of this internationalization of consumption are clear. For physical retailers, especially in peripheral regions or those with little digital presence, the impact is devastating.
For national digital commerce, the challenge is to remain competitive in an environment where competitors operate with much lower production and taxation costs.
According to Sebrae, 25% of microentrepreneurs reported drops of over 30% in revenue since the second half of 2024.
The most affected categories? Clothing, electronics, home goods, and cosmetics—exactly the most purchased products on international websites.
And the challenge doesn't stop there. Competition also affects inventory replenishment times, pricing, and even supplier relationships.
Many retailers have reduced their product variety or invested in niche categories to try to survive.
In this context, it is inevitable to state: the increased international purchases influence national retail by completely redesigning the rules of the game.
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Bureaucracies and taxes: the invisible battlefield
The war isn't just about prices. It's also about legislation.
In 2024, the Brazilian government launched the Remessa Conforme program, requiring foreign marketplaces to collect ICMS on purchases of up to US$1,400,000, which were previously exempt.
The proposal aimed to protect the domestic market, but its effect was limited. Data from the Federation of Chambers of Commerce (FCDL) showed that, even with the tax, the average price of international products is still up to 45% lower.
This is because the production costs and industrial scale of Asian countries are much lower.
Furthermore, many consumers don't even notice the tax, which is already included in the price. The feeling of advantage persists.
This discrepancy highlights a structural weakness: the Brazil cost. While local businesses face multiple taxes, labor bureaucracy, and inefficient logistics, large international platforms operate with agility, simplicity, and tax incentives in their home countries.
Reinventing yourself is resisting
If you can't win on price, the solution is to win on value. Some Brazilian brands have done this with creativity and authenticity.
Liv Up, for example, transformed its business model by connecting consumers to the origin of ingredients, highlighting traceability and the positive impact of local production.
Imaginarium has focused on the originality of its products, with campaigns that promote national design and conscious consumption.
Another interesting case is that of Papel Craft, which reinvented itself by harmoniously combining a physical store and e-commerce, promoting in-person events with independent artists.
Thus, the brand stopped selling stationery and started selling lifestyle.
These companies understand that the increased international purchases influence national retail, but which can also be a trigger for innovation.
Differentiation has become the main weapon for surviving in this new market.
Technology as an ally of experience
In a scenario where consumers are bombarded with offers, experience has become the new currency. Sellers need to delight—and that requires technology.
Artificial intelligence tools, such as product recommenders and personalized chatbots, are being adopted by mid-sized companies to optimize the customer journey.
Platforms like VTEX and Shopify have democratized access to features previously exclusive to major players.
Furthermore, the use of augmented reality, interactive videos, and omnichannel strategies help create an emotional connection that international e-commerce cannot deliver.
It is in this space that national retail can (and should) stand out.
Where are we heading?
The consumer of the future will be even more demanding and conscious. If price is the deciding factor today, soon the social, environmental, and emotional impact will gain weight.
Trends such as local consumption, slow fashion, the circular economy, and fair trade are growing—driven primarily by younger generations.
This opens up space for brands that want more than just to survive: they want to belong.
Brazilian retail needs to find its voice. Instead of trying to compete with the giants of the East, it should look at its own territory and ask: what sets me apart? What makes me unique?
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Frequently Asked Questions
1. Will the consumer be penalized for purchasing from international websites?
Not necessarily. Most platforms already incorporate taxes, and the shopping experience is still positive. But the impact on local businesses is a reality.
2. What can national retailers do to compete?
Invest in experience, personalization, purpose, and value. The difference isn't in price, but in connecting with the customer.
3. Have the new tax rules reduced international purchases?
Not significantly. Even with ICMS, prices remain more attractive in many categories.
4. Is it worth investing in national e-commerce?
Yes. Brazilian consumers still value brands that deliver trust, agility, and purpose. Digitalization is essential.
5. Which sectors are most impacted by international purchases?
Fashion, electronics, cosmetics, toys, and accessories. Small and lightweight products are the most sought after because shipping is cheap and the risk of taxation is lower.
Final reflection: the increased international purchases influence national retail, Yes.
But it also challenges you to reinvent yourself, innovate and rediscover lost value in your relationship with the consumer.
In a world where everything is possible with a click, the difference lies in what only you can offer.
