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Its share is much lower in Latin America, where Mercado Libre has emerged as a dominant force. The retail media market is starting to fragment outside of Amazon’s footprint. This is partly due to large domestic retailers investing in media networks. This includes Loblaw Advance and Canadian Tire’s Triangle Media, which provide a range of advertising options by tapping into loyalty programs.

These same market drivers are cited in analysis on regions from Latin America to Southeast Asia, Africa, and the Gulf States. What’s often missing is the fact that these factors don’t necessarily indicate an ecommerce market is set to soar in the near future.

Our first-ever marketing and retail media survey explores the latest trends unfolding in Latin America, how the regional landscape will evolve, and the broader implications for ad buyers’ and retailers’ go-to-market strategies.

Scotiabank continues to shift away from Latin America, concentrating more on North America but remaining exposed to trade disruptions. National Bank is focusing on domestic growth through acquisitions including that of Canadian Western Bank. Capital markets and wealth management as key profit drivers:. RBC Capital Markets saw 24% YoY profit growth, helping offset higher provisions.

Emerging markets from Southeast Asia and Latin America will fill out much of the rest of the top 10. India and South Korea will be the only two countries in the top 10 for both ecommerce growth and total ecommerce sales. Click here to view our full forecast for retail ecommerce sales growth, by country. Our country-level projections have not changed much in 2024.

It will be another turbulent year for social media in Latin America. As the number of users nears 400 million, declines at Facebook and Twitter will have profound, long-lasting implications for the region’s two biggest markets: Brazil and Mexico.

Netflix gets a boost from Latin America in Q1: The region is a vital market for new users and incremental revenue growth, despite the controversial clampdown on password sharing.

Trump risks trade war with planned 25% tariffs on imports from Mexico and Canada: Besides triggering retaliatory policies, the move would also lead to higher grocery, energy, and auto prices.

Trump’s tariffs on key trade partners may drive up prices for semiconductors, EVs, and phones, threatening global supply chains and inflating costs for consumers.

In several regions—such as Latin America and Southeast Asia—no country will do so. Outside of China, digital advertising has enormous headroom for growth in much of Asia-Pacific. Click here to view our full forecast for digital ad spending penetration by country and region.

Some 30.1% of respondents watched vlogs/influencer videos, about 5 percentage points ahead of the No. 2 region, Latin America. Using paid platforms to follow creators/influencers was reported by 11.8% of respondents in the region. Device Ownership. Ownership of smart TVs in the region ranked last globally.