2019 Marketplace Expansion Index

The ecommerce and sharing economies are booming. Thousands of fast-growth marketplaces are emerging all around the world.
This index examines the top 36 countries for ecommerce and sharing economy platforms to expand.

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Brazil

2019 Rank # | 2018 Rank #

Big Mover

New

evolving

Brazil

Growing digital presence along with a pro-business government represents the best opportunity for digital marketplaces to get established in this Latin American foothold.

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#30

Marketplace Expansion Index Rank

Up 2 Spots from 2018 Index Rank of #32

Pros

  • Global marketplaces are setting up Latin America hubs in Brazil
  • Long history of people doing ‘bicos’ aka gigs to make ends meet
  • High smartphone penetration, which is projected to grow to 200 million connections by 2025

Cons

  • New government means there is uncertainty around policy direction
  • Ranked worst in terms of ‘Ease of Doing Business’
  • Political instability

Facts You Can't Forget

1

Gone Digital. As of today, less than 25 percent of all transactions in Brazil involve non-digital methods such as cash.

2

Hold the Phone. The predictions by Brazilian think tank and university Fundação Getúlio Vargas (FGV) predicts that the total number of smartphones in use in the country will reach 236 million between 2020 and 2022.

3

Flooring It. The Brazilian central bank has predicted that economic growth is likely to accelerate in 2019, but trimmed the county’s 2018 gross domestic product forecast in the wake of unemployment figures (13.1 percent).

Ranking Highlights

For our full explanation, visit our methodology page

Infrastructure

5

The fundamentals of any society and enterprise, including: payment infrastructure, ease of doing business, and Logistics Performance Index.

Workforce

4

You’re only as good as your people. Factors in this category include: levels of English proficiency and participation in freelance employment.

Ecommerce Activity

5

This category assessed ecommerce opportunity size, retail ecommerce growth and ecommerce as a percentage of retail transactions.

Competition

8

The fate of foreign entrants, based on the volume of cross-border transactions and if a global marketplace dominates that geography.

Essential Reading

"A large proportion of the country’s inhabitants – 35 percent of Brazilian adults - has never had a bank account, particularly if they are poor. Yet Brazil has the highest number of smartphones in the world, so there is huge potential for new ways of delivering financial services."

Karla Fernandes & Wagner Castilho

TMF Group - The fintech revolution in Brazil

"Sixty-four percent of Brazilians took on some type of informal side gig to help support their income in the first quarter of 2018."

"The popularity of e-wallets is expected to double over the next five years, increasing from 15 per cent to 31 per cent by 2021. However, the popularity of credit cards will not diminish, with this payment method set to remain the most popular way to pay in Brazil (41 percent) until 2021."