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Mercado Libre is bullish about growth opportunities: The ecommerce giant is making massive investments to extend its dominance of the Latin American market.

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.

It also aims to replicate its model in Mexico where it offers a range of options such as telecom, financial services, and healthcare. The big takeaway: Walmart is making long-term bets that should pay off whether the economy heads south and consumers look for value, or if conditions improve and shoppers focus on convenience. Go further: Read our Retail Media Ad Spending Forecast H1 2023 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.

We do see in terms of the digital space, that the region continues to remain the fastest growing e-commerce market worldwide. This was a trend that happened for the first time in 2020 where Latin America first held that title as fastest growing e-commerce market, and now we've seen it for 2022, 23, 24, and 2025, it's still going to lead the world in commerce growth.

In-store retail media has long been a mysterious black box for marketers鈥攈ard to measure and optimize. But thanks to first-party shopper data and AI-driven measurement tools, that鈥檚 changing. Marketers can now pinpoint how shoppers engage with in-store campaigns and tie those interactions directly to sales.

It's the ecommerce giant鈥檚 first credit card but likely not the last as it competes with Amazon and other ecommerce sites