Marketplace launch
A foreign brand can reach a Brazilian marketplace two structurally different ways, and the choice changes who pays import tax, who holds the ICMS credits, and how much control you have over the shelf price.
Who this is for
A foreign brand that wants to sell on a Brazilian marketplace, Mercado Livre, Amazon Brasil or similar, and has not yet decided between the cross-border route and selling through a Brazilian entity, or has decided and needs the mechanics set up.
The problem this solves
The two routes are not a formality choice, they are a different tax and margin structure. Cross-border sales under Programa Remessa Conforme keep the tax and compliance work with the certified platform, at the cost of the brand staying a foreign seller with no ICMS credits and no say in how the substitution tax base is set. Selling through a Brazilian entity moves import tax, PIS/COFINS-Importação and ICMS onto that entity, which then holds the credits and the pricing control, at the cost of running an ordinary import and tax operation for every unit sold (see distribution channels for the mechanics of both). Picking the wrong one for your volume and margin structure is expensive to reverse once listings and pricing are live.
What we do
- Model both routes against your product's price point, expected volume and margin, using the current Remessa Conforme rates and your own entity's landed cost.
- Where cross-border fits, confirm the target platform's own seller requirements and certification status under the programme.
- Where your own entity fits, coordinate the listing setup with the NCM classification and ICMS position already settled under import operations.
- Set the shelf price against the actual tax and substitution position, not a rough estimate.
Deliverables
A written comparison of the cross-border and own-entity routes for your specific product, a recommendation, and a listing-ready pricing model under the chosen route.
Timeline
Timeline is set in the written quote after the diagnostic call.
What we need from you
The product, target price point, expected volume, and which marketplace or marketplaces you are targeting.
Price
From USD 1,000 as an individual service, or included in the full-cycle package; see pricing.
Who does the work
Our desk in Rio de Janeiro runs the modelling and listing coordination; where the own-entity route needs a tax filing, our accountant partner (CRC) handles it.
Sources
- Remessa Conforme thresholds (0% up to US$ 50, 60% with a US$ 30 deduction from US$ 50.01 to US$ 3,000, 60% with no deduction outside the programme) and the state ICMS rate under Convênio ICMS 81/2023: distribution channels, confirmed 24 September 2026.
- Import tax, PIS/COFINS-Importação and ICMS on the own-entity route: how Brazil's import taxes cascade.
- Price, USD 1,000 as an individual service: our own fee, confirmed 24 September 2026, see pricing.
This page describes a paid service. Rates and thresholds cited follow distribution channels and carry the date checked there.
Facts checked 24 September 2026.
Frequently asked questions
Do I need a Brazilian CNPJ to sell on Mercado Livre or Amazon Brasil?
Not necessarily. Cross-border selling can run through the Remessa Conforme programme, which certifies the platform to charge import tax at purchase rather than requiring a local entity of the seller. Whether a specific platform's own seller terms additionally require a local CNPJ is that platform's commercial policy, checked case by case; selling through your own Brazilian entity is the alternative route and gives you the ICMS credits and control the cross-border route does not.
What is the import tax on cross-border marketplace sales?
Under Remessa Conforme, 0% up to US$ 50 customs value, and 60% with a US$ 30 deduction from US$ 50.01 to US$ 3,000. Outside the programme, 60% applies from the first cent with no deduction. State ICMS applies on top, at rates set by the buyer's state under Convênio ICMS 81/2023. These figures are current as of 24 September 2026; see distribution channels for the acts and the rate history.
Which route gives better margins at scale?
It depends on volume and product. Cross-border keeps you a foreign seller with no Brazilian tax credits and no visibility into the ICMS substitution base the state has already assumed on the shelf price. Selling through your own entity moves the import tax and PIS/COFINS-Importação onto your Brazilian company, but also gives you the credits and the pricing control that come with holding substituto status. We model both for your specific product before recommending one.
Can this run alongside a traditional distributor?
Yes. A marketplace listing and a distributor covering physical retail are not mutually exclusive channels, and many brands run both; see distributor search for that side.
Work the Brazilian side of your deal with us
We are based in Rio de Janeiro. Send us the specifics and we will tell you where things stand before you commit.