Non-D2C channels and the logistics layer underneath all of them (source). For the own-storefront path see d2c-storefront; for prioritization see channels-overview.
Initial research
Commission rates, marketplace requirements, and 3PL pricing are indicative — confirm directly with each platform / vendor before relying on them.
Marketplaces
High volume, lower margin. Discovery and inventory velocity, not primary channel.
| Platform | Notes |
|---|---|
| Mercado Livre | Dominant. ~30% of BR e-commerce. ML Ads effective for cosmetics. |
| Amazon Brasil | Growing fast in beauty. Less price-competitive than ML for indie. |
| Shopee Brasil | Price-sensitive audience, high volume. Entry-level products. |
| Magalu | Strong offline / online hybrid. |
| Americanas | Large but logistics complex for small sellers. |
Economics (Mercado Livre)
| Item | Typical |
|---|---|
| Commission — Classic | 10–14% per sale |
| Commission — Premium | 15–19% per sale |
| Fixed fee | R$ 6 per item for products under R$ 79 |
| Fulfillment via Mercado Envios | Competitive rates, fast delivery |
| ANVISA requirement | Grade 1 notification required (anvisa) |
| Margin vs D2C | 25–35% lower net margin per unit |
Approach
- Start with Mercado Livre — default Brazilian marketplace
- Separate marketplace price list (account for commission + lower CAC)
- Use marketplaces for inventory velocity and reviews; drive brand awareness back to D2C
- Don’t discount heavily on marketplaces — trains customers to wait for deals
Social commerce
In Brazil, Instagram and WhatsApp are sales channels, not just marketing channels.
- Instagram Shopping (product tags) links directly to Shopify
- Stories + Reels drive impulse purchases in cosmetics
- Live commerce (“live de venda”) format is common and growing in beauty
- WhatsApp Business API for order notifications, cart recovery, support
- WhatsApp catalog — customers browse and order in chat
- Tools: Z-API, Notificame Hub, Zenvia
TikTok Shop
- Launched in Brazil 2024; beauty is one of the first categories
- Natura, Avon, Amend Cosméticos were early adopters
- In-app purchases via videos and livestreams; younger (18–29), impulse format
For Via Pureza’s social strategy see positioning (parish-network content angle, “Arrume-se comigo para a Missa”).
Retail partnerships
Highest visibility, lowest margin, slowest to set up. For brands with 12+ months of proven sales — not the early-stage path.
| Type | Entry requirements | Margin to you |
|---|---|---|
| Pharmacies (Raia Drogasil, Droga Raia) | ANVISA notified, min. 6 SKUs, established brand | 30–45% |
| Beauty specialty (Sephora, QDB) | Brand-positioning match; exclusivity sometimes required | 35–50% |
| Concept / lifestyle stores | Editorial fit, curated brands | 40–55% |
| O Boticário / franchise model | Not accessible — their own brand | N/A |
Retail requires consistent replenishment capacity and a sales rep or broker (~5–10% commission). D2C margin is 2× retail margin — don’t rush retail.
B2B (salons, spas, clinics)
High AOV, repeat orders, low marketing cost.
- Hair salons — shampoo, conditioner, treatments
- Spas / clinics — facial, body care
- Hotels — amenity lines (longer-term opportunity)
Entry: cold outreach + sampling. One good sales rep in your state can unlock 50+ accounts. Margin: 40–55% (sell at 50–60% of MSRP to B2B accounts).
Revendedoras (direct sales)
The Natura / Avon model — independent consultants buy at wholesale (40–50% discount) and sell to their network.
Why it dominates Brazil: 70% of cosmetics moves through this channel. Works especially well in lower-income brackets and smaller cities where e-commerce penetration is lower.
Requirements: consultant portal with bulk ordering, materials, and commission tracking; dedicated atacado pricing tier; ~100+ active consultants to be viable.
Via Pureza recommendation: skip. Building a revendedora network is a separate business model with significant overhead. Revisit only when going mass-market.
Logistics & fulfillment
Fulfillment models
| Model | Best for | Notes |
|---|---|---|
| Self-fulfillment | MVP, < 50 orders/day | Full control, no fixed cost |
| 3PL | 50–300 orders/day | Outsource pick / pack / ship |
| Manufacturer fulfillment (Cosméticos Full Service) | D2C early stage | Simplest — no separate 3PL |
| Marketplace fulfillment (Mercado Envios Full) | Marketplace volume | ML handles storage + shipping |
Carriers
| Carrier | Notes |
|---|---|
| Correios | Widest coverage. PAC (2–8 days), SEDEX (1–2 days). Mandatory for remote areas. |
| JadLog | Good coverage, competitive for medium packages |
| Loggi | Same-day in São Paulo. Growing nationally. |
| Total Express | Competitive for Southeast |
| Melhor Envio | Aggregator — routes to best carrier per order. Shopify app. Standard choice. |
3PL providers
| Provider | Notes |
|---|---|
| LogHouse | São Paulo. Same-day dispatch before 2pm. Cosmetics-friendly. |
| G+Ship | Tiered pricing by volume. SP focus. |
| Stokki | WMS + marketplace logistics. Multi-carrier. |
3PL pricing: monthly storage fee + R$ 3–8 / order pick-pack + shipping pass-through. Cost-effective above ~100 orders / month.
Reverse logistics
Required by the Código de Defesa do Consumidor (CDC):
- 7-day no-questions return window for online purchases
- Cosmetics: inspect returned items — restock or dispose based on hygiene assessment