Brazilian e -commerce faces a turning point in 2026. This is not just about incremental growth, but a structural transformation in how consumers discover, compare, and purchase products. New e-commerce channels have become a competitive necessity.
Projections for the sector reinforce this reality. According to the Brazilian Association of Artificial Intelligence and E-commerce (Abiacom) , revenue is expected to reach R$ 258,40 billion in 2026 , representing a 10% growth compared to 2025. However, this growth will not be evenly distributed . Brands that understand and master the omnichannel strategy will come out ahead, while those that maintain a one-dimensional approach will face increasing competitive pressure.
The Fragmentation of the Buyer's Journey
The most significant change is in consumer behavior . Studies conducted by Nuvemshop in partnership with Opinion Box reveal a growing predisposition among consumers to move across multiple platforms during their purchasing journeys.
In this way, the consumer no longer follows a linear path: they research on social media, compare prices on marketplaces, look for reviews on forums , and finally, they can convert through any of these channels or in a physical store.
In practice, this means that product visibility is no longer concentrated at a single point of contact. On the other hand, the fragmentation of the customer journey requires retailers to be present on multiple channels simultaneously. We have observed in omnichannel implementation projects that companies that manage to synchronize inventory, pricing, and promotions across channels increase their conversion rate by up to 35%.
Marketplaces remain dominant, but they are not enough.
Marketplaces maintain their leading role as hubs for digital consumption. According to data from the "E-Consumer 2026" study , 70% of consumers choose marketplaces as their first option for making purchases.
However, this preference is guided by very specific metrics: 57% of consumers cite price competitiveness as the main factor, while 55,3% highlight usability and checkout efficiency as critical conversion factors.
Therefore, simply being present in marketplaces does not guarantee competitiveness. Differentiation occurs through factors that transcend pricing; free shipping , for example, remains the most relevant attribute, cited by 67,4% of consumers . However, rewards and points programs emerge in second place with 32,8% relevance, surpassing direct discounts (32,7%) and cashback (24,8%).
The return of company-owned stores and the personalized experience.
One particularly revealing statistic is that 46,4% of customers prioritize returning to official stores because of the personalized experience . This trend reinforces a strategy that many retailers have abandoned: investing in proprietary platforms . Therefore, the ability to build long-term relationships with consumers becomes even more important in a fragmented environment.
In this context, new channels are not limited to marketplaces and social media . Live commerce , shoppable posts on Instagram and TikTok, conversational chatbots, and even messaging channels like WhatsApp Business have become legitimate points of contact. In our experience implementing multichannel strategies, brands that integrate live commerce with loyalty programs are able to increase their NPS ( Net Promoter Score ) by up to 28 percentage points.
The Value Beyond Pricing
Value propositions that go beyond the logic of pricing have become central to competitiveness. Engagement mechanisms such as loyalty programs, exclusive product access, educational content, and brand communities act as pillars of trust . In this way, digital retail is evolving from a transactional model to a relational model.
This transformation requires investment in technology (customer relationship management systems, marketing automation platforms) and in people (omnichannel strategy specialists). However, the return is significant: companies that implement integrated omnichannel strategies can increase customer lifetime value (LTV) by up to 40%.
IN SUMMARY: WHAT YOU NEED TO KNOW ABOUT NEW CHANNELS IN E-COMMERCE
- Fragmentation of the journey: Consumers move across multiple platforms before converting, requiring a physical presence. omnichannel of the brands;
- Marketplaces dominate, but they are not enough: 70% of consumers prefer marketplaces, but 46,4% return to official stores for the personalized experience;
- Beyond pricing: Benefits programs (32,8%) outperform direct discounts (32,7%), indicating that value goes beyond price;
- Conditioned growth: The projected 10% growth for 2026 will be captured by brands that master omnichannel strategies;
- New channels: live commerce, shoppable posts WhatsApp Business has become a legitimate point of contact for conversion.
CONCLUSION: ADAPTATION IS ESSENTIAL
In short, the new channels in e-commerce in 2026 do not represent a passing trend, but a permanent reconfiguration of digital retail. Retailers who manage to synchronize their presence across multiple channels, offer personalized experiences, and build long-term relationships with consumers will be positioned to capture the majority of the projected growth.
Check out other articles on the e-Plus blog to further your digital channel strategy. And if you want an e-commerce business that truly performs across all channels, talk to the e-Plus team of experts ; they're ready to design the best solution for your business.
FAQ – Frequently Asked Questions about New Channels in E-Commerce
What are new channels in e-commerce?
New channels in e-commerce are platforms and touchpoints beyond the traditional website, such as marketplaces, social media, live commerce, WhatsApp Business, and messaging platforms. They allow consumers to discover, research, and purchase products in a fragmented and omnichannel way.
Why do consumers prefer marketplaces?
Consumers prefer marketplaces for three main reasons: price competitiveness (57%), ease of navigation (55,3%), and free shipping (67,4%). Marketplaces centralize multiple brands in one place, facilitating comparison and purchase with the security of a consolidated platform.
How should brands adapt to new channels?
Brands should implement omnichannel strategies that synchronize inventory, pricing, and promotions across channels. In addition, they should invest in personalized experiences, loyalty programs, and a presence at multiple touchpoints (marketplaces, social media, own stores).
What is the impact of new channels on e-commerce growth?
The projected 10% growth for 2026 will be captured primarily by brands that master omnichannel strategies. Companies with an integrated presence across multiple channels increase conversion rates by up to 35% and lifetime value by up to 40%.
