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Retailers brace for headwinds: Companies ranging from Amazon to Whirlpool are preparing for multiple challenges that could pressure consumer spending and their bottom lines.

Now in Mexico, it's a slightly different story where we've seen Mercado Libre and Amazon really battle it out for market share since 2016 when Amazon actually entered the market in 2016.

Three of Latin America鈥檚 most prominent retail and ecommerce players鈥擬ercado Libre, Falabella, and Walmart Mexico鈥攚ere among the leaders of the fastest-growing companies ranked by digital advertising revenues. Tesco launched Tesco Media and Insight in November 2021, powered by its data science and loyalty division, dunnhumby.

Methodology: Data for retail ecommerce sales for Alibaba and in Mexico and Mercado Libre's retail ecommerce sales in Mexico figures are both from Insider Intelligence's June 2022 forecast. Data from Amazon is from Insider Intelligence's November 2022 forecast.

Amazon Prime Day 2023 will drive a surge of activity for Amazon, competing retailers, and brands looking to generate a sales boost before the back-to-school and holiday shopping seasons.

Brazil, Mexico, and Russia are also relatively large economies set for impressive ecommerce growth, but unlike India they鈥檙e not in the $100 billion ecommerce club鈥攁 threshold only six countries have crossed as of the end of 2023. Every country we track will post positive ecommerce growth in 2024.

Amazon will get a growth boost from its OTT video service. Amazon will benefit from a new kind of growth model in 2024, thanks to its ad-supported video-on-demand initiative with Prime Video. By the end of the year, Amazon will have transitioned most of its OTT viewers to an ad-supported subscription tier in the US, Canada, Germany, the UK, France, Mexico, and several other major markets.

The situation: Sky-high tariffs on goods from China and the end of de minimis shipments from China and Hong Kong pose a fundamental threat to ecommerce giants like Shein and Temu, as well as countless sellers relying on Amazon and other marketplaces. The new duties are already triggering major changes.

Prime Video ads will start out in the US, the UK, Germany, and Canada in early 2024, then expand to France, Italy, Spain, Mexico, and Australia later in the year, according to a company statement. As Amazon expands Prime Video ads, these markets will offer even more opportunities for advertising. 4. Other platforms have had success introducing ads.

The non-Amazon portion of the market will be divided up mainly among Walmart Connect, Loblaw Advance, Best Buy, and Canadian Tire Triangle. Source. Mars United Commerce.

Companies hit hard by tariff swings include Amazon, Apple, Microsoft, Meta, Google, Nvidia, and Tesla. Tariffs on production hubs like China, India, and Vietnam were announced, paused, and, in China鈥檚 case, raised repeatedly.

TikTok Shop plans to launch in Mexico next month, inviting merchants with locally registered entities to sell on the platform. This follows recent rollouts in Spain and Ireland, signaling ByteDance鈥檚 efforts to diversify TikTok Shop鈥檚 geographic reach.

Amazon had its most successful holiday season yet, bolstered by an extended Black Friday sales period and improved delivery speed. Amazon slightly exceeded our 2024 sales expectations by 30 basis points. As in Q3, ecommerce was again a bright spot for Target, Walmart, and Amazon as shoppers prioritized convenience, especially given the shorter holiday season.

The exceptions are countries with a strong local competitor, like Mercado Libre in Mexico and Brazil. Domestic retailers in smaller markets, like Canada, have been slow to develop ecommerce channels, resulting in Amazon's dominance. Canada鈥檚 lag was acute in the past decade, especially versus the US.

After a month of delays, Trump imposed 25% tariffs on Mexico and Canada before adding last-minute exemptions to goods that fall under USCMA (about half of all imports from Mexico and 38% from Canada) until April 2. The administration also added another 10% tariff on Chinese imports. China and Canada have since announced retaliatory tariffs.

The prevailing narrative: There鈥檚 no shortage of bleak headlines (including from us) about retail鈥檚 uncertain outlook this year, as companies like Amazon and Unilever issue downbeat guidance, citing stiff macroeconomic headwinds in the US and abroad. The US Commerce Department鈥檚 January retail sales report added fuel to the fire as countless articles noted:.

Google, Meta, and Amazon dominate the advertising ecosystem in Canada. Each has established a foothold in a media niche鈥攕ocial media for Meta, search (and video) for Google, and retail media for Amazon鈥攁nd built unrivaled leadership positions. The triopoly鈥檚 share of ad spend in Canada in 2025 will be 75.6%. This is compared with 62.5% in the US and 65.2% in the UK.

The three largest Latin American economies鈥擜rgentina, Brazil, and Mexico鈥攂ecame part of the 10%+ group in 2020 and 2021. So did France and Spain. In Asia, Japan and Singapore鈥攐ften considered digital leaders鈥攁lso passed the threshold, but years after China and South Korea.

The largest audiences outside the US for the Super Bowl were Mexico (24.1 million viewers) and Canada (18.8 million), with Germany in a distant third at 3.8 million. The NFL still has major ground to cover outside North America. The good news? Germany, the UK, and Brazil are among the markets where the NFL already hosts some of its international games.

Some German car manufacturers, such as BMW, have US production sites, although they import parts from Canada and Mexico. Others, including Ferrari and Porsche, import all cars sold in the US from Europe, per March 2025 analysis by ING. Italy and France round out the top tier of at-risk economies, thanks to their exports of luxury goods, pharmaceuticals, machinery, and food and beverage.

As Pix becomes further entrenched in Brazilian society, cash could easily find itself falling by the wayside much faster than in more cash-dependent countries, like Mexico and Colombia. Pix will put card networks on notice.

That鈥檚 not as easy as it sounds, because Walmart, Costco, and Amazon are some of the largest mass merchants in Canada. Many retailers have included 鈥淏uy Canadian鈥� signage in product aisles, flagging domestic goods. Loblaw has included symbols denoting products with prices affected by tariffs.