Brazil Consumer Electronics Market Size and Forecast by Device Type, Connectivity, Price Range, Distribution Channel, End User, and Age Group: 2019-2033

Brazil Consumer Electronics Market Growth and Performance

• Projections indicate that the Brazil consumer electronics market size will hit US$ XX.83 billion by 2033, with an expected Compound Annual Growth Rate (CAGR) of XX.68% from 2025 to 2033.
• The Brazil consumer electronics industry value represented US$ XX.39 billion in 2024.

Brazil Consumer Electronics Market Outlook

The consumer electronics sector in Brazil has witnessed steady growth in recent years, driven by rising digital adoption, a tech-savvy middle class, expanding internet penetration, and government-backed digital inclusion initiatives. Brazilian consumers have shown a strong appetite for smartphones, smart TVs, wearables, gaming consoles, and smart home devices—especially in urban centers such as São Paulo, Rio de Janeiro, and Brasília. This appetite is rooted in a cultural emphasis on connectivity and entertainment, with consumers prioritizing devices that enable social interaction, streaming, and gaming. According to data from the National Telecommunications Agency (Anatel), Brazil ended 2024 with more than 255 million mobile connections, reflecting a mobile penetration rate of over 117%, showcasing the centrality of mobile devices in Brazilian lifestyles.

Consumer in Brazil has increasingly leaned towards value-for-money propositions. While there is demand for high-end electronics, particularly among affluent urban populations, a large portion of consumers prioritize affordability, durability, and installment-based financing—offered widely through e-commerce platforms and retail chains. For instance, Mercado Livre and Americanas offer flexible payment models such as "buy now, pay later" (BNPL), which has significantly boosted consumer access to mid-range and premium electronics. E-commerce adoption continues to surge, with over 70% of Brazilians preferring to shop online for electronics, driven by promotions, wider availability, and convenience. Moreover, sustainability is also emerging as a key purchasing factor, with consumers favoring brands that promote energy efficiency and recyclable materials, a trend exemplified by the growing popularity of brands like Samsung and LG, which emphasize environmental certifications in their product lines.

The primary drivers of Brazil consumer electronics market include rapid urbanization, high smartphone and internet penetration, rising disposable income among the working class, and the shift towards digital entertainment and remote work. The COVID-19 pandemic accelerated digitization across the country, fostering greater reliance on electronics for education, communication, and productivity. For example, the demand for laptops and tablets surged during the pandemic and continues to stay high as hybrid learning and remote work persist in various sectors. Another significant driver is the expanding gaming community in Brazil—the third-largest globally—fueling demand for gaming consoles, accessories, and high-performance monitors. In 2023, Sony reported a 30% year-on-year increase in PlayStation 5 sales in Brazil, driven by growing local interest in console gaming and e-sports tournaments.

In terms of industry developments, Brazil has witnessed robust investment from global electronics manufacturers. In 2024, Xiaomi expanded its local assembly operations through partnerships with DL Eletrônicos to enhance its cost competitiveness and circumvent high import taxes. Similarly, Samsung continues to invest in its Manaus facility, launching new product lines, including smart wearables and OLED TVs, tailored to Brazilian consumer preferences. Apple, while premium-positioned, has strengthened its local retail presence and offers interest-free installment options to attract more customers. Local players like Positivo Tecnologia are also innovating in affordable smart devices and educational tablets, catering to government and private sector contracts.

Further, supportive government regulation has played a vital role in shaping Brazil’s consumer electronics ecosystem. The Informatics Law (Lei da Informática), updated in 2021, offers tax incentives to companies that invest in R&D and local manufacturing of electronics in Brazil, particularly in the Free Economic Zone of Manaus. This has encouraged domestic production and attracted foreign direct investment. Additionally, the federal government's Connected Brazil initiative aims to enhance digital literacy and internet access across rural and underserved regions, indirectly stimulating demand for smartphones, tablets, and connectivity devices. Moreover, Brazil’s Green Electronics Program incentivizes manufacturers to adopt eco-friendly practices, including e-waste recycling and energy-efficient product designs, aligning with global sustainability standards.

Author: Ashish Verma (Head – Consumer Electronics)

*Research Methodology: This report is based on DataCube’s proprietary 3-stage forecasting model, combining primary research, secondary data triangulation, and expert validation. [Learn more]

Brazil Consumer Electronics Market Scope