Magazine Luiza rises 3.39% as Anvisa clears medicine sales

Shares of Magazine Luiza rose 3.39% to 6.10 Brazilian reais on Wednesday, September 23, 2026, ranking among the top gainers on the Ibovespa index after Brazilian health regulator Anvisa revoked a measure that prohibited the retailer from marketing, distributing, and advertising medicines.

Published in Brazil's Official Gazette, the decision follows the entry into force of Law 15,357 of March 20, 2026, which amended Law 5,991 of December 17, 1973. The legislation explicitly allows licensed pharmacies and drugstores to hire digital channels and e-commerce platforms for logistics and customer deliveries, subject to applicable health rules. Specific implementing regulations from Anvisa are still pending.

Under the framework, direct sales remain restricted to licensed pharmacies, while Magazine Luiza functions as a marketplace, logistics, and delivery platform. The sector already includes delivery apps such as iFood and Rappi, while Shopee previously received Anvisa clearance and Mercado Libre operates a medicine sales pilot in São Paulo.

Caroline Sanchez, an analyst at Levante Inside Corp., noted that Magazine Luiza shares surged as much as 6% during trading. Sanchez highlighted that the category offers high purchase recurrence, which could increase website traffic, order frequency, and logistics commissions, describing the change as positive long-term growth potential rather than a material short-term earnings shift.