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Latin America’s digital economy will undergo significant changes in 2025 as retail innovation and regulatory changes redefine business dynamics for global and local players alike.

Retailers looking to capitalize on retail media’s growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

Understanding the nuances of how and where Latin America’s 293.2 million digital buyers spend their money online is key for brands and retailers to succeed in the world’s second-fastest-growing region for ecommerce.

The latest data and insights on spending, KPIs, and key consumer categories marketers need to compete in Mexico’s complex digital landscape.

Chile is the fourth-largest retail ecommerce market by total sales and will be the No. 4 fastest-growing digital economy in Latin America. Understanding Chile’s 11.0 million digital buyers is essential for brands and retailers looking to capitalize on this resurging ecommerce market.​

How time spent with media, device ownership, and media adoption stacks up in Latin America.

Our expanded Latin America retail and ecommerce coverage now includes breakouts for 16 markets across Mexico, Central America, and South America. Brazil and Mexico will drive the bulk of net new ecommerce sales this year with a combined regional market share of 75.2%.

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

Retail media is taking Latin America’s digital ad industry by storm, with advertisers spending nearly $2 billion this year, per our inaugural forecast. Here are the latest trends you need to know.