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DTC brands in the marketplace: record growth, viral trends, and strategies that are redefining Brazil.
Record sales and unexpected movements.
In the wake of 11.11, Brazilian DTC brands recorded record sales on major marketplaces, even surpassing the performance of the last Black Friday. According to data from Nuvemshop, SMEs operating in direct-to-consumer sales billed R$ 30 million in just 24 hours, a 36% jump over the previous year. A 39% increase in order volume was observed, especially in the fashion, health, beauty, and home & garden segments. Shopee and Mercado Livre also broke records, highlighting the strength of the DTC model and consolidating a new frontier for the growth of digital retail.[1][3]
Viral case studies, campaigns, and the power of social commerce.
Alongside marketplaces, DTC brands are betting on social commerce and viral strategies to accelerate acquisition and engagement. Glamnetic, a global leader, has explored live broadcasts with exclusive offers on social platforms, consolidating the live shopping format as a trend and international case study. In Brazil, visibility, price competitiveness, and assortment intelligence are key factors for DTCs in the digital environment, as highlighted in recent ECBR panels. This performance makes data governance and agile operations decisive differentiators, including improvements in the customer journey and experience[4][6].
Trends, challenges, and the future of DTC brands.
Among the most debated trends at major industry events, the following stand out: massive personalization via martech, integration of advanced analytics, and strategic use of social media for storytelling and sales. Direct control of the consumer experience, previously seen as an option, is now a point of competitive survival. Proximity, proprietary data, and the ability to launch exclusive products in real time structure a new market logic. Simultaneously, an evolution in DTC strategies is observed, with brands investing in physical stores, distribution partnerships, and expansion of channels to capture value on multiple fronts. The Black Friday and Christmas season promises to consolidate these movements, reinventing the dynamics between brand, marketplace, and consumer in Brazil.[2][5][9]
References
- Central do Varejo – November 11th registers growth in Brazilian e-commerce sales.
- Market & Consumption – Transforming the Shopping Experience
- Shopify Brazil – 40 DTC brands to explore (2025)
