E-commerce sales of national team products rise 20 times pre-game in Brazil

The Brazilian team plays for the first time in the World Cup this Saturday (13) against Morocco. In anticipation of the hexa, watching the Brazil game requires a lucky charm. Whether wearing the yellow shirt or with the flag wrapped around their body, it is difficult for any Brazilian to watch the match without their favorite national team product.

According to a survey carried out by Nuvemshop, on the eve of Brazil's debut, sales of items related to the tournament grew more than 20 times in e-commerce compared to the same period last year. Products include official shirts, themed items and personalized products.

It wasn't just sales that advanced. The number of companies that entered the competition for fans' attention grew almost six times compared to May 2025.

The average ticket, in turn, reached R$189 per sale, an increase of 12% over the R$169 recorded in the same period last year. Official t-shirts were the main driver of this season, corresponding to 73.8% of the revenue generated.

Following this are other themed items (13.8%), albums and stickers (6.8%), inputs and products for 3D printing (3.4%), decoration and cheerleading items (2.1%) and balls (0.2%).

According to the platform's president, in events like this it is common for this data to be boosted. "They concentrate a peak of consumption in a few weeks; those who have their own stores can respond quickly to demand", he says.

Best-selling products
Outside of e-commerce, FecomercioSP (Federation of Commerce of Goods, Services and Tourism of the State of São Paulo) also identified fans' consumption trends. According to the federation, electronics, food, drinks and sporting goods should concentrate the majority of sales during the tournament.

Among the most sought after items are TVs, soundbars and cables. Other highlights are clothing items such as shirts, caps and flags, as well as food, barbecue items and decorative items.

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Data from Scanntech shows that, in previous editions of the World Cup, some of these categories saw an increase of up to 200% in the volume sold, while sales of barbecue grills grew by 227%.

Another product that is already showing strong performance is the official World Cup album. At the request of CNN Money, FGV-EESP professor and Portfolio Manager at Bradesco, Osvaldo Assunção, carried out a survey to estimate how much a collector would spend to complete the new album model.

In simulations carried out by the specialist, the minimum cost, taking into account repetitions of stickers, was close to R$ 4,298, while the maximum cost exceeded R$ 18 thousand.

Despite the cost required to complete the collection, a survey by Itaú Unibanco showed that sales at newsstands and magazines in the state of São Paulo grew 140% in May, driven by the sale of stickers and albums of the teams that will compete in the competition.

*With information from Beatriz Oliveira, from CNN Brasil

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Source: CNN