Lack of preparation causes most new online stores to close before their first sale.
Research from Loja Integrada shows that 61% of entrepreneurs start without knowing what to sell, and only 123 out of 7.800 created in April registered sales.
247 - The promise of financial freedom and flexible hours has seduced thousands of Brazilians into opening online stores. But for most, the dream ends quickly. According to a new survey by Loja Integrada, one of the largest e-commerce platforms in the country, most digital businesses close before even registering their first sale. In April of this year, of the 7.800 new stores created, only 123 managed to sell at least one product.
The research, obtained by the news outlet from data provided by the platform itself, analyzed the behavior of 505 active retailers and gathered more than 1.150 responses from budding entrepreneurs. The study reveals that the problem lies not in the technology, but in the lack of preparation. Among those interviewed, 61% did not know what they would sell when creating their store, while 33% expected an immediate return, even without experience or the minimum structure to operate.
According to Lucas Bacic, CEO of Loja Integrada, many arrive motivated by the idea of their own business, but encounter technical and emotional barriers right from the start. "Without guidance, many store owners get lost in the initial decisions and give up before even activating their store correctly or making their first sale," he states.
The biggest challenges identified by participants were product promotion (40,2%), store structuring (32,5%), pricing (16%), and technical setup (7,3%). Despite a desire to learn, only 1,9% invest in paid courses. The majority resort to free content on social media, videos, and Google searches—access to information that doesn't always translate into practical application.
The survey, conducted between January and April 2025, was cross-referenced with internal platform metrics. Loja Integrada has already accumulated 2,7 million stores created in Brazil, but only 24 are active. This scenario reflects a global trend: data released by international media outlets such as... Huffington Post Marketing Signals indicates that 90% of e-commerce businesses worldwide cease operations within 120 days of their launch.
For Bacic, the way forward is to offer more targeted support. "Our goal is to offer smarter support from the beginning of the journey, so that the entrepreneur can focus on what only they can do: create, sell, and serve," he concludes.