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In Just Five Years, Shopee Transformed from Asian Promise to Brazilian E-Commerce Powerhouse. Now, It Targets the Interior of the Country with 24h Deliveries and an Unprecedented Partnership with Azul Airlines, Challenging Amazon and Mercado Livre in Logistics.
When Shopee landed in Brazil in 2019, many saw it as just another one among so many Asian platforms trying to establish themselves here. With its orange visual, gamified interface, and ultra-low prices, the brand quickly became known as the “cheap app.” But it took just five years for that perception to change completely. In 2024, Shopee celebrates 5 years in Brazil with impressive numbers: 90% of sales are already made by national retailers, over 3 million registered sellers, 13 distribution centers across the country, and more than 5 million active affiliates.
The new bet: Ultra-fast logistics, penetration into the interior of the country, and an unprecedented partnership with Azul Airlines — capable of reducing delivery times by up to 60% for regions previously considered “difficult.”
Logistics as a Competitive Differential for Shopee
During an event held on June 24 with journalists and industry representatives, Shopee executives revealed the company’s biggest bet for 2025: winning the logistics war.
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American Airlines starts selling trips as if they were flights, with check-in and baggage check at the airport, but on short routes, passengers board luxury buses connecting cities to major hubs in the U.S.
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São Paulo surprises the world with a colossal railway network project that promises over 1,000 km of tracks, R$ 194 billion in investments, and 40 projects connecting the capital to the interior with fast and sustainable trains.
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The world’s largest escalator, measuring 905 meters in China, reduces urban travel time from 1 hour to about 20 minutes and transforms mobility in mountainous regions with an engineering solution adapted to the terrain.
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A R$ 300 million logistics giant is taking shape in Serra with over 100,000 m² and raises a question: how can this transform e-commerce and distribution in the state?
The company announced the expansion of its delivery in up to 24 hours service to Rio de Janeiro and Belo Horizonte — something that, until now, was exclusive to Greater São Paulo. This measure represents an important strategic leap towards reaching medium-sized cities and the interior of Brazil more quickly, where there is high demand but lower logistical coverage from competitors like Amazon.
According to Luciana Hachmann, head of government relations at Shopee, the company’s logistics arm “helps explain the exponential growth of recent years,” especially through an integrated network of 13 distribution centers and over 150 regional logistics partners.
The Partnership Between Shopee and Azul: The Sky Is the Limit
But the big highlight of the announcement was undoubtedly the partnership with Azul Airlines, which marks Shopee’s entry into its own air logistics operations.
The first announced route connects São Paulo to Manaus, a strategic stretch to expand delivery reach in the Northern Region — historically one of the most complex in terms of freight and deadlines.
According to the company, the route has the potential to reduce delivery times by up to 60% for selected products. This is a bold move that positions Shopee alongside giants of national e-commerce, such as Mercado Livre (which has its own planes) and Amazon (with robust logistics centers and Prime service).
The expectation is that this air logistics will be extended in the future to other regions of the country, speeding up delivery to states in the Northeast, Midwest, and even remote cities in the South and Southeast.
Focus on the Interior and Decentralization
Although present in capitals, it is in the interior that Shopee wants to grow even more. The strategy is clear: use the new logistics structure to penetrate cities where the competition still offers long delivery times and high freight costs.
The promise of delivery in up to 24 hours is starting to become reality not only in large urban centers but also in intermediate regions — a particularly important differential for the audience that, in recent years, migrated from capitals in search of quality of life.
This reach puts Shopee in a privileged position to compete for leadership in e-commerce beyond the major centers — where the greatest potential for sector expansion lies.
Shopee as a National Platform: 90% of Sales Are Already from Brazil
Another relevant data revealed by the company is the level of nationalization of Shopee Brazil. Currently, 90% of sales are made by Brazilian sellers, which demystifies the idea that the company survives solely on cheap imports.
The presence of 3 million local sellers and the growth of the affiliate program with over 5 million participants show that the platform is already part of the Brazilian digital economic ecosystem — generating income, jobs, and large-scale new businesses.
Double Dates: Black Friday Every Month
In the marketing field, Shopee also added its local touch. The company was responsible for popularizing promotional events known as “double dates” — such as 7.7, 8.8, 11.11 — which, according to Rodrigo Farah, head of brand and social commerce, function as “small monthly Black Fridays.”
There were over 55 promotional dates in recent years, with aggressive coupons, cashback, free shipping, and influencer activations. The formula worked so well that it began to be copied by competitors — such as Mercado Livre, which recently reduced the minimum free shipping value to R$ 19, following Shopee’s standard.
The Logistics War Is Just Beginning
The e-commerce landscape in Brazil is experiencing a strong competition, especially among Shopee, Mercado Livre, and Amazon. But if before the battle was only over price and volume, now the fight takes place in another arena: last-mile logistics and delivery speed.
According to Pine Kyaw, head of Shopee in Brazil:
“Logistics is one of the biggest challenges in the country but also the key to providing the best possible experience. That’s why we continue to invest heavily to offer what Brazilians want the most: to buy with confidence and receive quickly.”
Shopee arrived in Brazil as an outsider and, five years later, has established itself as a protagonist. With robust numbers, an aggressive logistics expansion strategy, and a growing presence in the interior, the company shows that it is prepared for much more than just selling cheap: it wants to lead the future of national e-commerce.
And with planes in the sky, packages arriving in 24 hours, and local retailers professionalizing, the path is already being paved — or rather, flown.
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