蘑菇AV

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淏razil Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淢exico Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Although no single player rivals Mercado Libre鈥檚 hold on Latin America鈥檚 ecommerce market, nearly 70% of online sales are still fair game for the long tail of retailers.

Mercado Libre is beating Amazon at its own game in Latin America: The former is expected to represent more than half of all retail media ad spending in the region, while the latter continues to lose share to local players in Brazil and Mexico.

Brazil鈥檚 digital economy continues to thrive, driven by shifting advertising trends and increased social media usage. This report series explores key media consumption trends in Brazil in 2025.

Brazil鈥檚 digital economy is rapidly evolving, fueled in part by ecommerce growth. Our three-report collection explores key trends and opportunities shaping Brazil鈥檚 commerce landscape in 2025.

The Amazon of Latin America has a $3.6 billion plan: Mercado Libre will invest 19 billion reais in Brazil, in part to fund its fintech arm鈥攚hich poses an enormous threat to the region鈥檚 banks.

Over two-thirds (68.1%) of global digital shoppers bought from a marketplace like Amazon, Walmart, or Mercado Libre in the past year, according to our 鈥淕lobal Shopper Survey 2025鈥� report. "Marketplaces are doing really well because they offer convenience, competitive pricing, and a vast selection of products," said our analyst Carina Perkins.

Latin America鈥檚 digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region鈥檚 digital economy to new heights, the runway for growth remains long.鈥�

That鈥檚 not the case in other markets鈥攍ike Latin America, where Mercado Libre is a homegrown juggernaut. Amazon鈥檚 C$51 billion ($37.78 billion) in gross merchandise value makes up more than 5% of total retail. By that measure, it is the largest mass merchandiser in the country, ahead of Walmart and trailing only Loblaw Companies Ltd.

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

Peru is Latin America鈥檚 fifth-largest retail ecommerce market by total sales volume. Although social unrest has stymied online sales growth over the past two years, the country has the potential to become a formidable multibillion-dollar ecommerce player in the region.

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

Understanding the nuances of how and where Colombia鈥檚 13.4 million digital buyers spend online is crucial for brands and retailers seeking a competitive edge in this emerging market.

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鈥檚 11.0 million digital buyers is essential for brands and retailers looking to capitalize on this resurging ecommerce market.鈥�

Argentina's ongoing macroeconomic challenges and triple-digit inflation rates have curbed online consumer spending. However, pockets of growth opportunities still exist.

However, we currently forecast retail media ad revenues only at the company level for Mercado Libre, Amazon, and Walmart Mexico in Latin America. Mercado Libre was an early market mover and will command half of the region鈥檚 retail media market. Mercado Libre will beat Amazon at its own game in Latin America.