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The president鈥檚 latest promise to go through with Mexico and Canada tariffs, slap an additional 10% levy on Chinese imports, and introduce reciprocal tariffs in April will only heighten the unpredictability companies face.

The company doesn鈥檛 source from Canada and has 鈥渕inimal鈥� imports from Mexico. Mattel has also spent recent years broadening its supply chain. It now sources products from seven countries and expects China to represent less than 40% of its global toy production this year, with Mexico accounting for less than 10%.

Our expanded retail and ecommerce forecast coverage now includes country-level breakouts for 66 nations around the world. North America, China, and Western Europe continue to drive global outcomes, but a total of 53 countries will have at least $1 billion in ecommerce sales.

Mexico is Latin America's second-largest ad market by total spending but has the highest digital ad penetration in the region. Here, we explore the country's consumer behaviors and opportunities for advertisers.鈥�

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.

Trump鈥檚 first days in office exacerbate uncertainty over tariff plans: While Mexico and Canada are firmly in the administration鈥檚 sights, other tariffs are up in the air.

Mexico is an emerging retail media powerhouse. We expect advertisers to allocate more than $1 billion to retail media in Mexico for the first time in 2025. This upward revision from our forecast reflects the more fully developed digital advertising businesses of Mercado Libre, Amazon, and Walmart in Mexico. Mexico will stand out on the global stage in retail media penetration.

TikTok Shop plans to launch in Mexico next month: The move suggests the company is unfazed by the potential US ban.

It鈥檚 unclear if this pivot will affect the additional tariffs that Trump threatened to impose on Mexico, Canada, and China to compel stronger responses to migration and drug trafficking.

25% tariffs on Mexican imports could shake up the struggling beer industry: Modelo owner Constellation Brand would be hit hard, while Molson Coors could seize the opportunity to grow share.

That trend hasn鈥檛 gone unnoticed as Kroger, Amazon, Target, and Albertsons have expanded their private label offerings to appeal to value-focused shoppers. Still, the shift isn鈥檛 evenly distributed across categories.

The steps they鈥檙e taking: Both banks are aggressively targeting Mexico and Brazil for growth, but with different strategies, per Bloomberg. In Mexico, they are competing to attract a large unbanked population by leveraging tailored financial products.

Amazon will capture more than half (51.1%) of all retail ecommerce sales in Germany this year, according to our forecast. Canada will have the second-highest share of Amazon ecommerce sales among the countries we track, at 41.5%, followed by the US, UK, Japan, and Mexico.

As Latin America鈥檚 digital revolution marches on, advertisers and retailers must keep pace with how and where consumers are spending their time鈥攁nd money鈥攊f they wish to maintain a competitive edge in today鈥檚 rapidly evolving business environment.