Mercado Libre dominates the ecommerce market in Argentina; we expect it will account for 66.5% of the country鈥檚 online sales this year. But competing with Mercado Libre on its home turf won鈥檛 be easy given Argentina鈥檚 various local and national regulations, and customs taxes that will automatically be calculated before shoppers complete their orders.
This has the potential to become a truly innovative form of advertising鈥攃ombining first-party retailer data with premium video and seamless ecommerce integration. Fast-moving consumer goods (FMCG) brands have the most to gain through shoppable media formats on CTV.