The challenge is that many of these categories historically represented the core revenue base for shopping malls. A survey by CNDL and SPC Brasil found that 73% of Brazilian consumers made online purchases over the past 12 months, while 71% shop online at least once a month.

The products most commonly purchased online are precisely some of the pillars of physical retail: clothing, shoes, and accessories (46%), home goods (28%), and cosmetics and perfumes (26%).

At the same time, e-commerce is no longer dependent solely on traditional websites and apps. According to the survey, 49% of consumers have already purchased products directly through social media platforms such as Instagram, TikTok, and WhatsApp. International marketplaces dominate Brazil’s digital landscape: 96% of respondents said they shop on these platforms. Shopee leads the ranking with 73% adoption, followed by Mercado Livre (63%), Amazon (39%), and Shein (37%).

In practice, this creates a direct threat to the traditional economic model of shopping malls. Historically, malls depend on lease agreements composed of fixed minimum rent and percentage rent tied to tenant sales. The higher the sales generated by physical stores, the greater the revenue captured by property owners.

As an increasing share of sales migrates to apps, social networks, and marketplaces, malls face the risk of maintaining physical foot traffic without necessarily capturing the full financial conversion of that consumption.

It is precisely within this context that operators in the sector have begun trying to integrate digital commerce into physical operations — not merely as an innovation strategy, but also as a way to protect future revenues.

ALLOS, the country’s largest shopping mall operator, has started installing live shopping studios inside its malls, allowing tenants to host live-stream sales directly through social media platforms.

“We believe this movement goes beyond the traditional idea of competition between physical and digital retail. Today, consumers no longer see that separation in such a rigid way,” says Ana Paula Niemeyer, the company’s Marketing Director.

The first project was implemented at Shopping da Bahia in Salvador. NorteShopping, in Rio de Janeiro, is also set to receive a studio later this semester, while a third asset in São Paulo will be announced in the coming months.

“As the retailer’s largest partner, we are doing far more than simply adopting a trend — we are building the infrastructure and expertise needed to lead this movement within Brazil’s shopping center industry. More than implementing technology, our focus was designing an operation that generates real value for retailers. That’s why the project involves infrastructure, training, operational support, and democratizing access to live commerce, allowing brands of different sizes to participate in this new ecosystem,” she says.

The movement, however, is not exactly a Brazilian innovation. The model is already widely used in China, where social commerce platforms have turned live-streaming into billion-dollar sales channels. In Brazil, Shopee itself already operates similar initiatives through a studio located in its office on Faria Lima Avenue in São Paulo, bringing together creators, entertainment, and real-time commercial conversion.

For shopping malls, the issue is no longer simply competing with traditional e-commerce. The sector is now trying to respond to an environment in which digital influence, content, and purchasing occur simultaneously within social networks.

The pressure is also reflected in malls’ operating indicators. SiiLA data shows significant changes in store occupancy costs over recent years. While categories linked to food services and services in general maintain some resilience, segments more dependent on product sales face a more challenging environment to sustain margins and physical expansion.

This helps explain why malls have been increasing investments in gastronomy, leisure, entertainment, media, and in-person experiences — segments that are less vulnerable to digital substitution and capable of sustaining foot traffic even as consumption becomes increasingly online.

Ultimately, the rise of e-commerce has not eliminated the importance of shopping malls, but it has radically changed their role. The challenge for these properties is no longer simply attracting consumers into their corridors, but finding ways to continue participating financially in a purchasing journey that begins — and often ends — on a smartphone.

“We believe the future of retail is hybrid and increasingly connected. Consumers seek convenience, experience, entertainment, and relationships in an integrated way. In this context, shopping centers are no longer just physical points of sale, but also hubs for media, content, experiences, and engagement. Live shopping is a direct reflection of this transformation. It expands brands’ reach beyond the mall’s physical space, creates new conversion opportunities, and strengthens the connection between retailers and consumers across different environments,” Niemeyer concludes.