What is e-commerce?
E-commerce is short for electronic commerce. In plain terms: it's any purchase or sale made over the internet. That includes clothing stores, marketplaces, software, online courses, digital subscriptions, and much more.
E-commerce isn't just "having a website with products." It's a complete ecosystem that involves the digital storefront, inventory management, payment processing, logistics, customer service, and marketing — all integrated so the buying experience is seamless from start to finish.
Brazilian e-commerce moved more than R$185 billion in 2023, according to the Brazilian Electronic Commerce Association. The market keeps growing — and getting started has never been more accessible.
What are the types of e-commerce?
Before building an online store, it's essential to understand which model applies to your business. Each type has different characteristics, costs, and challenges.
B2C — Business to Consumer
The most common model. A store selling directly to the end customer. Examples: fashion, electronics, cosmetics.
B2B — Business to Business
Sales between companies, usually in large volumes. Requires specific features like price tables and recurring orders.
C2C — Consumer to Consumer
A platform where individuals sell to individuals. Examples: OLX, Enjoei, Mercado Livre (independent sellers).
D2C — Direct to Consumer
Manufacturers selling with no middlemen. Higher margins and full control over the brand experience.
Subscription
A product or service delivered on a recurring basis. Examples: monthly boxes, access plans, digital content.
Dropshipping
A store with no inventory of its own. You sell, the supplier ships. Lower barrier to entry, lower margin.
How does an e-commerce purchase work?
Behind a single click on the "Buy" button, there's a chain of systems operating in seconds. Understanding this flow is essential for anyone looking to build or optimize an online store.
The customer browses the store, filters products, and views photos, descriptions, and prices. The experience here determines whether they continue or abandon the visit.
The customer adds items and starts the purchase process. Every unnecessary step in checkout lowers the conversion rate.
A payment gateway (Stripe, PagSeguro, Mercado Pago...) validates the card or PIX payment and confirms the transaction in real time.
The system logs the order, deducts the item from inventory, and notifies the team responsible for shipping or picking.
The product is packaged, labeled, and shipped via a carrier. The customer automatically receives the tracking number.
Confirmation emails, satisfaction surveys, repurchase coupons, and support. This is where loyalty starts — and where most stores fall short.
How much does it cost to build an e-commerce store?
The cost varies based on the complexity of the business, the number of products, and the level of customization required. Here are the main price ranges in the Brazilian market:
Beyond development, every e-commerce store has monthly costs — hosting, payment gateway fees (per transaction), platform fees, marketing, maintenance, and support. Plan for at least 15% of the initial investment as a monthly operating reserve.
What can't be missing from an e-commerce store?
- Simplified checkout — Fewer steps, less cart abandonment. Ideally no more than 3 steps
- Multiple payment methods — PIX, credit card, boleto. In Brazil, PIX already surpasses credit cards in volume
- Real-time shipping calculation — Integration with the postal service, carriers, and platforms like Melhor Envio
- Integrated inventory management — Avoiding selling out-of-stock products is basic and often overlooked
- Mobile-first — More than 60% of online purchases in Brazil are made on mobile
- SEO and speed — A slow page loses ranking on Google and loses sales
- Security (SSL, LGPD) — An active certificate and privacy policy are mandatory — and affect customer trust
Ready-made platform or custom development?
For those just starting out or testing the market, platforms like Nuvemshop or Shopify are a smart entry point — fast, cheap, and backed by a solid ecosystem. The problem shows up when the business grows and the platform starts limiting what you can do.
Custom development makes sense when you have specific processes that no generic platform handles well — such as integration with internal systems, complex business rules, B2B with differentiated price tables, or a marketplace with its own commission logic.
Start with a ready-made platform to validate the market. Move to custom development once the platform's limitations start costing you more than the investment in a tailored solution.