蘑菇AV

After three years of wild fluctuations in retail and ecommerce sales growth, a sense of stability and normalcy is slowly emerging. A healthy if unspectacular rebound for ecommerce is in the cards, and most national markets are heading in the right direction.

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.

Such rapid adoption of ecommerce has profoundly reshaped shopping behaviors among regional consumers鈥攎ost notably where and how they research products they are interested in purchasing online. How does this affect marketers? Consumers are relying more heavily on retailers鈥� digital properties for product research.

Our latest analysis of 12 companies in Latin America unpacks key trends in the region鈥檚 retail ecommerce during H1 2023. This will provide retail and marketing professionals with insights into the current landscape, company developments, and what trends to look out for in 2024.

Amazon can stake a claim as one of Canada鈥檚 top mass merchants, even without having physical stores. It has reached this milestone after more than three years of accelerated retail ecommerce in the country.

Why it matters: Amazon appears to be turning to the same low-cost shipping playbook it used to gain share in Brazil and Mexico鈥攎arkets dominated by Mercado Libre. 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.

惭别虫颈肠辞鈥檚 ecommerce market is dominated by players like Mercado Libre, Amazon, Walmart, and Liverpool, offering TikTok Shop plenty of competition in a high-growth growth market. Sources. Associated Press. CNBC. The Economist. The Information. MediaPost. NPR. Politico. South China Morning Post. Wall Street Journal.

But not all RMNs can deliver the massive shopper audiences and innovative advertising solutions needed to unlock the format鈥檚 full potential. Millions of engaged shoppers flock to ecommerce sites every month. User traffic is key when deciding where to invest.

厂丑辞辫辫别谤蝉鈥� affinity for the brand is extending beyond its distinctive shoes: Apparel sales topped CHF 100 million ($113.6 million) in 2024, although they remain a tiny fraction of overall revenues. Looking ahead: On is the rare brand to be optimistic about its 2025 performance. The company expects sales to grow 27% YoY and is encouraged by a strong start to the year.

As the region鈥檚 No. 1 retail ecommerce player by total sales dollars, Mercado Libre has the competitive edge in each of the 18 Latin American markets it operates in.

Clover launched in three new markets鈥擝razil, Mexico, and Australia鈥攊n 2024, which helped propel this growth. This European push will further support payment volume and revenue growth. The bigger picture: Clover also rolled out new products last year, which it can now market across Europe.

Latin America鈥檚 digital economy is proving resilient despite macroeconomic headwinds. In 2023, marketers and advertisers will focus on reaching consumers across retail media, livestreaming ecommerce, and ad-supported video streaming.

Three of Latin America鈥檚 most prominent retail and ecommerce players were well represented in the ranking, according to our estimates. These included regional heavyweights Mercado Libre and Falabella, as well as local ones like Walmart de 惭茅虫颈肠辞 (Walmex). For more on our analysis of retail media ad revenues in Latin America, please refer to our forecasting methodology at the end of this report.

Mexico will have the highest percentage of mobile video viewers, at 89.2%, followed by Brazil (84.5%) and Argentina (81.0%). Latin America has a huge appetite for foreign-language content. Global streaming platforms like Netflix and Disney+, among others, have made access to foreign-language content easier than ever before.

Mexico will be the only country where YouTube will trail Facebook beyond 2026. Mexico is YouTube鈥檚 third-most-penetrated market among internet users worldwide. The country was YouTube鈥檚 most penetrated market from 2016 to 2020, before falling to third place in 2021.