Americanas (americanas.com.br)
Historic Brazilian retail and e-commerce chain, part of the Americanas S.A. group.
Americanas at a glance
Americanas is an e-commerce website and one of the most visited sites in Brazil, currently ranked #6 in the country. It was founded in 1929 (physical retail); e-commerce launched in the 1990s by João Batista Sisla, Nils Franklin Roll and partners (1929) and is headquartered in Rio de Janeiro, Brazil. Today Americanas is owned by Americanas S.A. (backed by 3G Capital-linked investors Jorge Paulo Lemann, Marcel Telles, Beto Sicupira). Our estimates put its audience at ≈ 90 million visits per month. The business earns money mainly through retail and e-commerce sales, marketplace commissions, financial services. Its closest rivals include Magazine Luiza, Mercado Livre, Casas Bahia, Shopee Brasil.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 90 million | +2% |
| Q2 | ≈ 90 million | -1% |
| Q3 | ≈ 90 million | +4% |
| Q4 | ≈ 90 million | +3% |
Traffic sources
- Direct42%
Brand loyalty and app usage
- Organic search32%
- Referral10%
- Social12%
- Paid & other4%
Audience & demographics
- Men52%
- Women48%
- Age 18-2420%
- Age 25-3428%
- Age 35-5432%
- Age 55+20%
The audience skews toward Brazil's large urban centres, with mobile-first usage patterns typical of the country's internet population.
Geographic reach
- Brazil88%
- Portugal3%
- United States2%
- Other Latin America4%
- Other3%
SEO profile
- Organic keywords
- ≈ hundreds of thousands to millions, depending on site scale
- Estimated organic traffic
- A large share of total monthly visits
- Strongest clusters
- Brand and category terms in Portuguese
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| americanas | 1 | Very high | — |
| americanas login | 1 | High | — |
Backlink profile
- Referring domains
- ≈ hundreds of thousands
- Link profile
- Widely cited by Brazilian media and partner sites
Top referral sources
- Google Search40%
- Direct / app38%
- Social media14%
- Other8%
Technology stack
Website technologies
Advertising & analytics technologies
Like most large Brazilian digital platforms, the site relies on major cloud providers and modern JavaScript frameworks, with heavy investment in mobile app performance given Brazil's mobile-first user base.
Mobile app statistics
- Cumulative downloads
- ≈ tens of millions
- Daily active users
- Millions
Company information
- Website
- americanas.com.br
- Sector
- E-commerce
- Owner
- Americanas S.A. (backed by 3G Capital-linked investors Jorge Paulo Lemann, Marcel Telles, Beto Sicupira)
- Owner type
- Publicly traded company (B3: AMER3), post-restructuring
- Founders
- João Batista Sisla, Nils Franklin Roll and partners (1929)
- Founded
- 1929 (physical retail); e-commerce launched in the 1990s
- Headquarters
- Rio de Janeiro, Brazil
- Employees
- ≈ 25,000
- Ownership
- Publicly traded on B3, with major shareholders including 3G-linked investors following a 2023 debt restructuring
- Valuation
- Reduced significantly following the 2023 accounting scandal and restructuring; not consistently disclosed
- Revenue
- ≈ BRL 20+ billion annually (post-restructuring group revenue)
- Languages
- Portuguese (primary), with Spanish and English support in some regional operations
- Top traffic sources
- Direct navigation, organic and paid search
Ownership, investors & funding history
| Date | Round | Amount | Investors |
|---|---|---|---|
| 1929 (physical retail); e-commerce launched in the 1990s | Founded | N/A | João Batista Sisla, Nils Franklin Roll and partners (1929) |
Financials
- Revenue
- ≈ BRL 20+ billion annually (post-restructuring group revenue)
- Ownership structure
- Publicly traded on B3, with major shareholders including 3G-linked investors following a 2023 debt restructuring
Business model & revenue
Americanas combines physical retail stores with an e-commerce and marketplace platform, having undergone significant financial restructuring since a major 2023 accounting scandal.
- Retail and e-commerce sales
- Marketplace commissions
- Financial services
- Physical store sales
Products & services
Third-party seller marketplace alongside first-party retail.
Long-running national retail chain.
Affiliated digital wallet and payments app.
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
Seller ecosystem
- Partners/advertisers
- Brazilian and international brands
International presence
- Primary market
- Brazil
- Secondary presence
- Selected Latin American markets
Employee statistics
Customer statistics
API & developer information
- Public API
- Limited or partner-only APIs depending on business line
Website rankings
- Brazil rank
- #6
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| Magazine Luiza | Comparable regional scale | — | Different business model |
| Mercado Livre | Comparable regional scale | — | Different business model |
Overview
Americanas is one of Brazil's oldest retail chains, combining physical stores and e-commerce, which underwent a major financial restructuring following a 2023 accounting scandal.
Traffic Statistics
The site draws an estimated 90 million monthly visits, still ranking among Brazil's top e-commerce destinations despite reputational setbacks.
Traffic Sources
Traffic is largely direct and search-driven, reflecting long-standing brand recognition among Brazilian shoppers.
Audience & Demographics
Americanas' customer base spans a broad range of ages and income levels, historically known for affordable variety retail.
Geographic Reach
The vast majority of visits originate in Brazil, aligned with its national store footprint.
SEO Profile
The site retains strong organic visibility for general retail and variety-store product searches in Portuguese.
Technology Stack
Americanas operates a standard e-commerce technology stack, having invested in rebuilding systems and controls following the 2023 crisis.
Social Media Statistics
The brand maintains an active social media presence, though engagement has been affected by the reputational impact of the scandal.
Mobile App Statistics
The Americanas and Ame Digital apps have seen tens of millions of downloads, though usage has fluctuated since 2023.
Company Information
Founded in 1929, Americanas is headquartered in Rio de Janeiro and is one of Brazil's most historic retail brands.
Ownership & Investors
Americanas S.A. is publicly traded on B3, with major shareholders including investors linked to 3G Capital following the 2023 restructuring.
Financials
Post-restructuring group revenue is estimated at over BRL 20 billion annually, though profitability remains under scrutiny after the accounting scandal.
Business Model
Revenue comes from direct retail and e-commerce sales, third-party marketplace commissions, and its Ame Digital financial services arm.
Products & Services
Key offerings include the Americanas Marketplace, its national physical store network, and the Ame Digital payments app.
Competitors
Main competitors include Magazine Luiza, Mercado Livre, Casas Bahia and Shopee Brasil.
Company History & Milestones
Founded in 1929, Americanas grew into a national retail chain before facing a major accounting scandal in 2023 that triggered bankruptcy protection and restructuring.
Latest News
Americanas continues its post-restructuring turnaround, focused on rebuilding investor and consumer trust.
User Reviews & Ratings
Consumers continue to shop at Americanas for its store network and product range, though brand trust has been affected by the 2023 scandal.
Pros & Cons
Pros: long-established brand, wide store presence, broad catalogue. Cons: scandal-related reputational damage, restructuring uncertainty, rising competition.
Key Statistics
≈90 million monthly visits, #6 most visited e-commerce site in Brazil, roughly 25,000 employees.
Frequently Asked Questions
What happened in 2023? A major accounting fraud was disclosed, leading to restructuring. Is it still operating? Yes, both online and in physical stores.
Data Sources
Company reports and Similarweb estimates.
Last Updated
September 2026
Related Websites
Mercado Livre, Globo, UOL and other leading Brazilian digital platforms.
Company history & milestones
- 1929 (physical retail); e-commerce launched in the 1990s
Company founded
- 2026
Continues to expand digital operations in Brazil
Latest news
- americanas.com.br reports continued growth in BrazilIndustry press · 2026
Pros & cons
Pros
- Long-established, well-known brand
- Wide physical store presence
- Broad product catalogue
Cons
- Reputational damage from the 2023 accounting scandal
- Financial restructuring uncertainty
- Increased competition from lower-cost rivals
Key statistics
Frequently asked questions
What happened to Americanas in 2023?
The company disclosed a multi-billion-real accounting fraud, leading to bankruptcy protection and a major financial restructuring.
Is Americanas still operating?
Yes, it continues to operate both physical stores and its e-commerce platform after restructuring.
Popular searches
Data sources & confidence
- Company reportsAmericanas S.A. (backed by 3G Capital-linked investors Jorge Paulo Lemann, Marcel Telles, Beto Sicupira)
- Similarweb estimatesSimilarweb
- Data confidence
- High for ownership and company facts; traffic figures are third-party approximations.
- Last updated
- September 2026
Traffic and audience figures are modelled estimates (≈) based on public reports and third-party analytics tools.
Social media profiles & statistics