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Brazil is Latin America鈥檚 largest retail ecommerce market by total sales volume and will be this year鈥檚 third-fastest-growing digital economy worldwide. Understanding the nuances of how and where Brazil鈥檚 diverse consumer base spends its money online is key for brands and retailers to thrive in this highly competitive ecommerce market.

NBC News now expands: The service is bringing 24/7 free streaming to Mexico, Brazil as digital news consumption soars across Latin America.

Cash is no longer king in Brazil after being dethroned by the central bank鈥檚 instant payments system, Pix. This report explores who鈥檚 using Pix (nearly two-thirds of the population), what鈥檚 fueling its immense popularity, and how it will reshape Brazil鈥檚 payments landscape this year and beyond.

This sets the scene for Google to expand payment capabilities like buy now, pay later (BNPL) in the market and sell its other services to the 165.0 million adults in Brazil who have signed up for Pix as of February 2025, per Central Bank of Brazil data cited by Payments and Commerce Market Intelligence (PCMI). Simplified remittances.

Brazil will cross the 60% threshold in 2027, followed by Argentina and Colombia in 2028, and Chile in 2029. Although Peru will continue to trail the regional average, 2029 will mark a turning point when digital will account for more than half of all ad spending for the first time. 2. Brazil and Mexico drive social media ad growth in Latin America. Social stays strong despite macroeconomic uncertainty.

With surging adoption in markets like Brazil and strong YoY revenue growth outside the US, Reddit鈥檚 global playbook is showing results. Global gains:. International DAUq rose 41% YoY, compared to 21% in the US, according to Reddit鈥檚 Q1 2025 earnings materials. Brazil alone saw nearly 80% DAUq growth, driven by machine translation and a vibrant local community ecosystem.

Amazon, meanwhile, will make a play for more retail media ad budgets in Brazil. The rollout of video ads on Prime Video in Brazil is a vital part of Amazon鈥檚 global strategy to help advertisers reach new markets. The move also underscores efforts to compete against Mercado Libre鈥檚 ad-supported streaming service, Mercado Play.

Banco Central do Brasil (BCB). Carrefour Brasil. Comscore. Conversion. Grupo Casas Bahia. Interactive Advertising Bureau (IAB). Interactive Advertising Bureau Argentina (IAB Argentina). Interactive Advertising Bureau Brasil (IAB Brasil). Interactive Advertising Bureau Chile (IAB Chile). Interactive Advertising Bureau Colombia (IAB Colombia). Interactive Advertising Bureau M茅xico (IAB M茅xico).

Retail media ad spending growth will be strong almost everywhere, but Brazil and Mexico stand out. At 15.6% this year, worldwide growth will land roughly between the US (18.0%) and China (10.7%). Latin America鈥檚 two largest markets will easily exceed those figures: Mexico (37.1%) and Brazil (36.1%) will produce the fastest retail media ad spending growth by far among the eight countries we track.

South Korea and Japan lead with projected declines of -3.2% and -2.2%, respectively, followed by smaller but notable drops in Hong Kong (-1.2%), Brazil (-1.2%), and New Zealand (-0.8%). Countries including Australia, Malaysia, Argentina, and Peru will see declines up to -0.9%, while Indonesia, Colombia, and Taiwan will see more modest shrinkage in active user base.

Brazil: The country鈥檚 ties to BRICS鈥攁n alliance of major emerging economies鈥攈ave made it a tariff target. Trump threatened to levy a 100% tariff on goods imported from BRICS nations if they move to replace the US dollar or create a new currency for trade.

Farmers in Brazil, the world鈥檚 top coffee exporter, have struggled with damaging frosts and severe droughts, while attacks on commercial vessels in the Red Sea have forced some coffee shipments to detour around the Cape of Good Hope鈥攅xtending delivery times and adding shipping costs. Orange growers in Florida face similar headwinds.

One potential strategy is to shift production from China to Brazil and India, where it already has some manufacturing capability. But that plan would likely displease the Chinese government, which is pressuring Shein and other companies to keep their supply chains as is鈥攁nd whose goodwill Shein needs in order for its IPO to finally move forward.

The company is expanding to Brazil this month after launching in France, Germany, and Italy in late March. Our take: The move to restructure reflects ByteDance鈥檚 growing dissatisfaction with TikTok Shop鈥檚 US performance鈥攄iscontent that is not really warranted given how quickly it has made inroads with shoppers, particularly in areas like beauty and apparel.

While nations such as Brazil, Argentina, and Chile received the baseline 10% tariff, others鈥攍ike Guyana (38%), Nicaragua (18%), and Venezuela (15%)鈥攚ere hit harder. Mexico and Canada were excluded from this round but still face existing tariffs on key sectors, including a 25% duty on vehicle imports.

It now holds exclusive rights to stream the NFL's international kickoff in Brazil and leads all platforms in TV viewing time. The company is seeing strong momentum in sports-related content, with YoY TV watch time for sports videos up more than 30%.

Brazil. Mexico. Argentina. Chile. Colombia.

A more affordable YouTube Premium Lite plan鈥攍aunched earlier this year in the US, Australia, Thailand, and Germany鈥攊s now rolling out to users in Mexico, Argentina, Brazil, Canada, and the UK at $7.99 per month. Premium Lite removes most video ads on YouTube and YouTube Kids but excludes music, downloads, and background play.

Its in-house ad platform, Netflix Ads Suite, is now available in all ad-supported markets, including the US, UK, Japan, Brazil, and Germany. From cautious to confident: Netflix鈥檚 ad chief Amy Reinhard said the company is moving beyond its "crawl, walk, run" approach, signaling it now sees itself as a full-fledged adtech player.

Strength in Europe and emerging markets like Brazil helped L鈥橭r茅al outperform the broader beauty sector. The headwinds: The US 鈥渨as more challenging than anticipated,鈥� CEO Nicolas Hieronimus said on the company鈥檚 Q1 earnings call, citing a confluence of factors.

Its total headcount will exceed 76,000 by year-end as the company continues to ramp up hiring in major markets like Brazil and Mexico and boost staffing in core areas like logistics and technology. Mercado Libre鈥檚 investments in local talent will continue to help foster economic growth in Latin America, creating a lasting impact on each of the markets it serves.

The company continues to enhance Omni AI, its core marketing platform, and its proposed merger with IPG was granted regulatory approvals in five jurisdictions, including China and Brazil. Earlier in the week, Publicis posted 4.9% Q1 organic growth, boosted by a dozen new business wins including Coca-Cola and Sam鈥檚 Club. It also moved to integrate newly acquired Lotame into its Epsilon platform.