Forum E-Commerce Brasil
Forum E-Commerce Brasil 2025: 102 attendees in Sao Paulo. Playbook for retail, marketplace, and payments vendors to pre-book meetings and attribute pipeline.
Attendees to attributed pipeline, projected
What a Luminik program at Forum E-Commerce Brasil produces, stage by stage.
Projection based on the event's published attendance plus an industry-default ICP density, and Luminik's average conversion rates from documented customer programs (12% ICP density, 92% touched within a week, 8% lead-to-meeting, 30% meeting-to-opportunity). Past performance not a promise. This event is small enough that the funnel is directional rather than predictive. Run your own numbers in the ROI calculator.
Who's in the room
Top job titles and seniority mix for Forum E-Commerce Brasil, derived from 103 enriched contacts.
- C-level1 (1.0%)
- VP0 (0%)
- Director17 (17%)
- Manager52 (50%)
- IC33 (32%)
Composition derived from 103 enriched contacts in our publicly-sourceable list. Real attendance and actual ICP density may skew higher; these are anchors, not totals.
Why Forum E-Commerce Brasil matters for B2B marketing leaders
A 102-row publicly-sourceable list at Sao Paulo Expo, three days, almost entirely Portuguese-speaking. The Director Demand Gen at a Series B commerce-platform vendor described it as “the only Sao Paulo event where I get to meet the senior product leaders at Magalu, Mercado Livre, Via, and Americanas in the same week, plus the Stone and PagSeguro acquirer side.” That is the trade. The room is small. The buying density is uniform. Almost every attendee is a budget-influencing voice on a Brazilian e-commerce, marketplace, payments, or logistics program.
If your ICP is a Head of Product or VP eCommerce at Mercado Livre, Magalu, Via, Americanas, B2W, Shopee Brasil, Renner, or any of the regional retail chains; a senior product leader at the major Brazilian acquirers (Stone, PagSeguro, Cielo, Rede, Getnet); or a senior cross-border payments leader at a US-or-EU brand expanding into Brazil, this is one of the highest-density Brazilian buying windows on the calendar. Vendelux and Bizzabo will skip past a 102-row event. That misreads Brazil. Brazilian e-commerce buying happens at concentrated regional summits, not at multi-thousand-attendee global shows.
Who attends Forum E-Commerce Brasil
The 102-row publicly-sourceable list splits across Brazil’s e-commerce and retail buying class:
- Brazilian marketplace and major-retail senior product (Mercado Livre, Magalu, Via, Americanas, B2W, Shopee Brasil, Renner, Lojas Marisa, C&A): roughly 18-22% of the room. The highest-use cluster for commerce platforms, fraud, and conversion vendors.
- Brazilian acquirer and payments senior product (Stone, PagSeguro, Cielo, Rede, Getnet, Mercado Pago Brasil, Ebanx): 15-20%. The buyers for orchestration, anti-fraud, and Pix-related infrastructure.
- D2C and digital-native retail brands (Track and Field, Granado, Reserva, Amaro, plus the regional fast-growing D2Cs): 8-12%.
- Logistics and last-mile leaders (Total Express, Loggi, Mercado Envios, Magalu Logistics): 6-10%.
- Cross-border and US-EU brand Brazilian expansion leaders: 5-8%. The buyers for localization, KYC, and Pix integration.
- Fintech-adjacent and BNPL senior product (Mercado Pago BNPL, Pix-credit operators): 4-8%.
- Vendor and consulting attendance: filtered by the program. The forum is invitation-led for senior buyers.
For a Series A or Series B commerce, fraud, KYC, payments, or logistics vendor with a Brazil motion, the working list at Forum E-Commerce Brasil is closer to 35-60 named contacts across 25-40 named accounts. Almost every contact is a buyer.
The five-stage pipeline applied to Forum E-Commerce Brasil
Brazilian e-commerce buying is Portuguese-first and relationship-led. The forum compresses what would otherwise be a 2-week Sao Paulo trip into three days. Calendar discipline matters.
Source. Pull the published attendee list five weeks out. Cross-reference against your Brazil TAL: the top 15 Brazilian marketplaces and major retail chains, the major acquirers, the D2C cluster, and the logistics leaders. The 102-row publicly-sourceable list ICP-matched against a typical Brazil TAL produces 35-60 working contacts.
Enrich. Score on three axes: seniority (Director and above), regulator exposure (BCB Pix mandates, OPI compliance, LGPD activity), and active-vendor signal (recent commerce platform job postings, public Pix or BNPL launches, recent fraud incidents). Apollo coverage on Brazilian senior product contacts runs around 70-80%; LinkedIn coverage in Portuguese is denser.
Sequence. Two cadences, both Portuguese-first. Brazilian marketplace and retail senior product: a 4-touch Portuguese sequence anchored to Pix evolution, Open Finance Brazil, or a recent Brazilian fraud or BNPL trend. Acquirer and fintech senior product: a 3-touch Portuguese sequence with a peer-acquirer reference. English-only outreach to Brazilian buyers reply-rates 3-4x lower than Portuguese-first.
Capture. Sao Paulo Expo has a sponsor area but it is not the densest part of the venue. Sponsorships include track session slots, lounge anchors, and reserved meeting space. Use a mobile capture flow that maps every meeting to your Salesforce or HubSpot Campaign Member the same business day. Forum E-Commerce Brasil produces 25-40 high-quality scheduled meetings across three days for an active sponsor.
Attribute. Tag every Campaign Member with the Forum E-Commerce Brasil campaign and a buyer-type custom field (Marketplace, Retail, Acquirer, D2C, Logistics, BNPL). Run a Salesforce report 48 hours after the forum closes that segments sourced pipeline by buyer type. Brazilian e-commerce deals close on 6-12 month cycles; plan the attribution review at 60 days and 180 days.
Booth and meeting strategy for Forum E-Commerce Brasil
For B2B SaaS vendors selling commerce, fraud, payments, or logistics tooling into Brazilian e-commerce:
- Sponsorship tier: There is no large booth floor. Sponsorships include track session slots, lounge anchors, and reserved meeting space. Reserved meeting space is the highest-use placement.
- Location: Pay for placement near the marketplace track room and the Pix-and-payments track. The lounge sponsorships near the morning coffee zone are where the senior retail buyers spend their breaks.
- Staffing: A Brazilian senior leader (VP Brasil, Country Manager, or a Portuguese-fluent Founder) at every meeting. Brazilian senior product leaders expect Portuguese-language conversation and senior-level authority.
- Side meetings: Sao Paulo evening venues are the unofficial sponsor dinner spots. Book an 8-10 person dinner Tuesday or Wednesday night with your top Brazilian marketplace and acquirer targets. D.O.M., Mocoto, or one of the Pinheiros/Vila Madalena restaurants. The actual deals start at dinner.
Recommended exhibitor tier: a track sponsorship plus reserved meeting space plus a sponsor dinner typically runs 25-50K all-in for the three-day program, before staffing and travel.
How Luminik runs the Brazil e-commerce motion
Forum E-Commerce Brasil is a Brazilian e-commerce buying show. The five-stage pipeline (source, enrich, sequence, capture, attribute) runs identically to the e-commerce motion. We run the same five-stage motion as documented in our Fintech IDV case study and the Money20/20 case study, with the Brazilian Portuguese-first calibration above.
See the for-event-marketers page for the operator-side workflow and the Salesforce integration page for the CRM model. Run on the Salesforce, Apollo, and HubSpot accounts you already pay for.
FAQ
How many attendees does Forum E-Commerce Brasil actually have?
Our publicly-sourceable list for the 2025 program at Sao Paulo Expo is 102 rows. ICP density for B2B SaaS vendors selling commerce, fraud, payments, or logistics tooling into Brazilian e-commerce runs around 12% of the room (E-commerce industry default), with the invitation-led format skewing more buyer-concentrated than a typical retail show floor.
When should I start sourcing for Forum E-Commerce Brasil?
Five weeks out. The published attendee directory typically goes live around then, and Brazilian senior calendars fill in the three weeks immediately before the forum.
What is the typical sponsorship cost?
A track sponsorship plus reserved meeting space typically runs 15-25K base. All-in costs including a sponsor dinner and staffing run 25-50K for the three-day program.
Should I do Portuguese outreach?
Yes. Portuguese-first outreach to Brazilian senior product leaders reply-rates 3-4x higher than English-only outreach. Hire a Brazilian SDR or partner with a Brazil-fluent agency to localize the sequences. Direct translation from English does not produce the same response rate as native Portuguese copy.
How does Forum E-Commerce Brasil compare to NRF in New York?
NRF is the global retail show: 35K+ attendees, broad. Forum E-Commerce Brasil is the concentrated Brazilian marketplace and retail buying window. For a vendor with a Brazil motion specifically, Forum E-Commerce Brasil produces denser Brazilian buyer conversations per dollar than NRF.
Is Pix integration a separate selling motion?
Yes. Vendors with native Pix integration (instant settlement, Pix-credit, Pix-on-recurring) have a meaningfully easier conversation with Brazilian acquirers and marketplaces than vendors without. If your product does not yet handle Pix, the partnership conversation in Brasil is more productive than the direct sale conversation.
How do I write Forum E-Commerce Brasil attribution back to Salesforce?
Tag every Campaign Member with the forum campaign and a buyer-type custom field. Run reports at 48 hours, 60 days, and 180 days. Brazilian e-commerce deals close on 6-12 month cycles; the attribution model needs to track first-touch through close.