Magazine Luiza (magazineluiza.com.br)
One of Brazil's largest retail chains and e-commerce platforms, known as Magalu.
Magazine Luiza at a glance
Magazine Luiza is an e-commerce website and one of the most visited sites in Brazil, currently ranked #5 in the country. It was founded in 1957 (physical retail); e-commerce launched in the late 1990s by Luiza Trajano Donato (founder); Frederico Trajano (current CEO) and is headquartered in Franca, São Paulo, Brazil. Today Magazine Luiza is owned by Magazine Luiza S.A. (Trajano family, publicly traded). Our estimates put its audience at ≈ 130 million visits per month. The business earns money mainly through retail and e-commerce product sales, marketplace seller commissions, magalu ads advertising. Its closest rivals include Mercado Livre, Americanas, Casas Bahia, Amazon Brazil.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 130 million | +2% |
| Q2 | ≈ 130 million | -1% |
| Q3 | ≈ 130 million | +4% |
| Q4 | ≈ 130 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 |
|---|---|---|---|
| magazineluiza | 1 | Very high | — |
| magazineluiza 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
- magazineluiza.com.br
- Sector
- E-commerce
- Owner
- Magazine Luiza S.A. (Trajano family, publicly traded)
- Owner type
- Publicly traded company (B3: MGLU3)
- Founders
- Luiza Trajano Donato (founder); Frederico Trajano (current CEO)
- Founded
- 1957 (physical retail); e-commerce launched in the late 1990s
- Headquarters
- Franca, São Paulo, Brazil
- Employees
- ≈ 40,000
- Ownership
- Publicly traded on B3, with the Trajano family retaining significant ownership
- Valuation
- ≈ BRL 10-20 billion market capitalisation (fluctuates with market conditions)
- Revenue
- ≈ BRL 45+ billion annually (group-wide retail and e-commerce)
- Languages
- Portuguese (primary), with Spanish and English support in some regional operations
- Top traffic sources
- Direct navigation, organic and paid search, app usage
Ownership, investors & funding history
| Date | Round | Amount | Investors |
|---|---|---|---|
| 1957 (physical retail); e-commerce launched in the late 1990s | Founded | N/A | Luiza Trajano Donato (founder); Frederico Trajano (current CEO) |
Financials
- Revenue
- ≈ BRL 45+ billion annually (group-wide retail and e-commerce)
- Ownership structure
- Publicly traded on B3, with the Trajano family retaining significant ownership
Business model & revenue
Magazine Luiza operates an omnichannel retail model combining physical stores, e-commerce and a third-party marketplace, supported by its own logistics, advertising and fintech arms.
- Retail and e-commerce product sales
- Marketplace seller commissions
- Magalu Ads advertising
- Financial services (Luizacred, Magalu Pagamentos)
Products & services
Third-party seller marketplace alongside first-party retail.
Retail media advertising platform.
Financial services and payment solutions.
Nationwide network of retail stores integrated with online sales.
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
- #5
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| Mercado Livre | Comparable regional scale | — | Different business model |
| Americanas | Comparable regional scale | — | Different business model |
Overview
Magazine Luiza, widely known as Magalu, is one of Brazil's largest omnichannel retailers, combining physical stores with a major e-commerce and marketplace platform.
Traffic Statistics
The site receives an estimated 130 million monthly visits, driven by strong brand recognition in electronics, appliances and home goods.
Traffic Sources
Traffic comes from a mix of direct visits, paid and organic search, and app usage, reflecting heavy promotional marketing.
Audience & Demographics
Magalu's customer base spans working- and middle-class Brazilian households across urban and rural regions.
Geographic Reach
Nearly all traffic originates in Brazil, aligned with the company's nationwide physical store network.
SEO Profile
The platform ranks strongly for electronics and appliance product searches across Brazilian regions.
Technology Stack
Magalu invests heavily in its own technology stack, including the Magalu Cloud and logistics systems supporting same-day delivery in major cities.
Social Media Statistics
The company maintains an active social media presence, using Instagram and TikTok for promotional and viral marketing campaigns, notably its virtual assistant character Lu.
Mobile App Statistics
The Magalu app has been downloaded tens of millions of times and is a top shopping app in Brazil.
Company Information
Founded in 1957 as a physical retailer by Luiza Trajano, the company is headquartered in Franca, São Paulo, and now led by CEO Frederico Trajano.
Ownership & Investors
Magazine Luiza S.A. is publicly traded on the B3 exchange under ticker MGLU3, with the Trajano family retaining a significant stake.
Financials
The group reports over BRL 45 billion in annual revenue across its retail, e-commerce and marketplace operations.
Business Model
Revenue is generated through direct retail sales, marketplace commissions, advertising via Magalu Ads, and financial services including Luizacred.
Products & Services
Key offerings include the Magalu Marketplace, Magalu Ads, financial services through Luizacred, and an extensive physical store network.
Competitors
Main competitors include Mercado Livre, Americanas, Casas Bahia, Amazon Brazil and Shopee Brasil.
Company History & Milestones
From its 1957 founding as a single store to its 1990s e-commerce launch and 2011 IPO, Magazine Luiza has become a leading Brazilian retail brand.
Latest News
Magazine Luiza continues to focus on marketplace growth and logistics efficiency amid intense e-commerce competition in Brazil.
User Reviews & Ratings
Customers value Magalu's product range and store network, while investors have flagged margin pressure from price competition.
Pros & Cons
Pros: strong omnichannel model, broad catalogue, established logistics. Cons: intense competition, margin pressure, variable delivery times.
Key Statistics
≈130 million monthly visits, #5 most visited e-commerce site in Brazil, roughly 40,000 employees.
Frequently Asked Questions
Who owns Magazine Luiza? A public company founded by Luiza Trajano, still led by the Trajano family. Does it have stores? Yes, nationwide physical retail 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
- 1957 (physical retail); e-commerce launched in the late 1990s
Company founded
- 2026
Continues to expand digital operations in Brazil
Latest news
- magazineluiza.com.br reports continued growth in BrazilIndustry press · 2026
Pros & cons
Pros
- Strong omnichannel presence with physical stores
- Broad product catalogue in electronics and home goods
- Established logistics network
Cons
- Intense price competition from marketplaces
- Profitability pressures reported by investors
- Delivery times can vary by region
Key statistics
Frequently asked questions
Who owns Magazine Luiza?
It is a publicly traded company on B3, founded by Luiza Trajano and still led by the Trajano family.
Does Magalu have physical stores?
Yes, it operates a large network of physical retail stores integrated with its online marketplace.
Popular searches
Data sources & confidence
- Company reportsMagazine Luiza S.A. (Trajano family, publicly traded)
- 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