Exporting to Brazil: how to maximize every sales opportunity

Exporting to Brazil: the opportunity for SMEs

Local market insights  

These will help you understand Brazilian consumers’ preferences when shopping online – allowing you to pivot your business accordingly.

Leading product categories in Brazil

(In the first half of 2024, by share of total GMV)⁷

Digital wallets in Brazil

If you want to sell in Brazil, you need to know about Pix⁸. Launched in 2020 by Brazil’s central bank, Pix is a real-time payment system that lets users send and receive money instantly, 24/7, with no fees.

Many digital wallets and banking apps in Brazil integrate Pix, so users can send Pix payments from within those apps. It’s one of the country’s most popular ways to check out online.

The good news for you? Cross-border sellers can offer Pix at checkout, too. By working with a local payment provider, you can tap into this trusted, mobile-friendly payment method – and make buying from your store feel effortless for Brazilian customers.

Brazil's most popular e-commerce sites

(By number of monthly visits, in millions, as of April 2025)⁹

• Mercardolivre.com.br : 180
• Amazon.com.br : 131.6
• Shopee.com.br: 108.6
• AliExpress.com: 56.5
• olx.com.br : 55.8

Notable shopping events and holidays in Brazil

Put these dates in your e-commerce calendar to ensure your business never misses a sales opportunity!

In Brazil, several major shopping holidays attract significant consumer attention and drive increased sales. The following are some of the most important shopping holidays in Brazil:

Challenges when exporting to Brazil

Exporting to Brazil holds a lot of potential – but it also comes with a few hurdles. Here’s what to expect (and prepare for) so your cross-border journey runs smoothly.

Complex tax and regulatory environment

Brazil’s tax system can be complicated, with multiple layers of taxes imposed at federal, state, and sometimes local levels. The specific taxes that apply depend on the type of product and shipping method. Navigating this maze can be tricky, but working with an experienced logistics partner (like DHL!) can help keep things compliant and under control.

Bureaucratic customs procedures

Brazilian customs are notoriously strict and slow, if you’re not prepared. Missing paperwork or incorrect product classifications can cause costly delays. To avoid bottlenecks, make sure your shipping documents are complete and accurate. Using a partner like DHL Express can speed up the process, as they’re already familiar with Brazil’s customs protocols.

Non-tariff barriers and trade restrictions

Beyond duties and taxes, Brazil enforces non-tariff barriers like product certification requirements, local labeling rules, and import quotas. Some products (like cosmetics, food, and electronics) may need approval from regulatory bodies like ANVISA* or INMETRO** before they’re cleared. It’s important to check the rules for your product category ahead of time.

*ANVISA (Agência Nacional de Vigilância Sanitária): The National Health Surveillance Agency, which regulates food, pharmaceuticals, and cosmetics.

** INMETRO (Instituto Nacional de Metrologia, Qualidade e Tecnologia): The National Institute of Metrology, Quality, and Technology, responsible for product safety certifications.

Logistical and infrastructure limitations

Brazil is a massive country – and delivering to more remote regions can be tricky. While urban centers like São Paulo and Rio de Janeiro are well connected, rural areas may face longer delivery times and limited shipping options. Planning ahead, offering realistic delivery estimates, and working with an experienced carrier network can make all the difference.
 

Import regulations in Brazil

Brazil has strict import regulations, so it’s essential to understand the basics before you ship. Get it right, and you’ll avoid delays and build a smoother experience for your customers.

How are customs duties calculated in Brazil?  

Brazil distinguishes between two main shipping methods for imports: Courier (Simplified) and Formal. The right option depends on the shipment’s value and type, and it affects how taxes are calculated and whether a customs broker is needed.

Courier (Simplified) regime

• Used for most express shipments and lower-value parcels.
• No tax exemption for individuals (except in limited cases like unaccompanied baggage or medicine).
• Import duty: 60%.
• ICMS (state tax): Ranges from 12% to 25%, depending on the destination state.
• Customs value: Calculated based on the full CIF value – merchandise + freight + insurance, as outlined in IN 1737/2017, art. 25, §1*.

Formal regime

• Required for shipments valued over US$3,000.
• Involves a licensed customs broker for clearance.
• Additional documentation and processing time should be expected.

*For further guidance, visit the official Receita Federal website. 

Who pays taxes?

For cross-border e-commerce, taxes are typically paid by the importer of record – which could be your customer. This is called Delivery Duty Unpaid (DDU) shipping.

But here’s the catch: if your customer is surprised by unexpected taxes on delivery, it can lead to refused parcels and bad reviews.

To avoid this, consider using Delivery Duty Paid (DDP) shipping. With DDP, you (the seller) take care of duties and taxes upfront – so the customer gets a seamless, surprise-free experience.

Customs clearance & required export documents

Typically, the documents required for importation in Brazil include:

• Air Waybill: This is given by the airline or freight forwarder and shows who’s sending the goods, who’s receiving them, and where they’re going. It also acts as a receipt and tracking number.
• Bill of Lading: Think of this as your shipment's travel itinerary – it's the official contract between you and the carrier, listing everything being shipped and where it's headed.
• Commercial Invoice: This is like a detailed receipt for your shipment, showing the value, description, origin, and any agreed-upon terms for the goods.
• Packing List: This is your shipment's packing slip. It lists everything inside each package, making it easy for customs to check things over.
• Single Goods Declaration: A simple form that gives customs the essential information they need about the goods you're importing.
• Product Certificate: This certificate proves your product meets all the necessary quality and safety standards.
• Certificate of Origin: This document verifies where your goods were made or produced.

Beyond these essential documents, some goods might need extra permits or certifications depending on what they are and Brazil’s specific rules. Having these in order will help you avoid delays and unexpected costs at customs.  

DHL’s insider tips for exporting to Brazil

How you can get started exporting to Brazil

Breaking into Brazil’s booming e-commerce market is full of potential – and partnering with the right logistics provider makes all the difference. With decades of experience in cross-border shipping and deep knowledge of Brazil’s customs, taxes, and consumer preferences, DHL Express can help you navigate complexities with ease. From fast delivery to expert support, we’re here to simplify your expansion and set you up for success from day one.