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And the unbanked population is unevenly distributed: Just 59% of low-income consumers and 40% of rural inhabitants in Latin America have access to a banking account, per a January 2023 Mastercard and Americas Market Intelligence (AMI) survey. Even more consumers are underbanked. Forty-two percent of adults in Latin America don鈥檛 have a credit card, per BCG鈥檚 analysis of World Bank data.

Growth plans: The better-than-expected Q1 results come on the heels of the company announcing plans to boost its Latin America headcount by 28,000 this year, a 33% jump YoY, as part of a record $13.2 billion investment in the region.

Trump鈥檚 first days in office exacerbate uncertainty over tariff plans: While Mexico and Canada are firmly in the administration鈥檚 sights, other tariffs are up in the air.

The move, which is expected to be the first stage of a broader rollout across Latin America, comes on the heels of TikTok Shop starting up in Spain and Ireland. The Mexican ecommerce landscape: TikTok Shop is entering a fast-growing market in which we expect four key players鈥擬ercado Libre, Amazon, Walmart, and Liverpool鈥攖o account for nearly half (49.1%) of online sales this year.

As emerging channels like social commerce and retail media position Latin America as a global force, the runway for growth remains long.鈥嬧�� This deck will:鈥�. Highlight the latest trends in digital media, advertising, and ecommerce as major markets mature and smaller ones fuel new growth.鈥� Explore who stands to gain from evolving consumer habits and the shift toward digital-first business strategies.鈥�

China, the US, and a few other markets will do worse than expected, but Western Europe, Latin America, and most other regions will muddle through. Ecommerce sales growth worldwide will decelerate to 6.8% this year but rebound in 2026. Almost all of the impressive ecommerce growth will come from small or emerging markets in Southeast Asia and Latin America.

Inside Reddit鈥檚 international push: Multilingual tools boost engagement as markets like India and Brazil emerge as key growth drivers for 2025.

Latin America鈥攐nce a reliable engine of user growth鈥攊s slowing down. Economic pressures and fragmented usage patterns across many apps are making it harder for Facebook to hold attention. These declines suggest Facebook鈥檚 long-held advantage鈥攊ts scale鈥攊s no longer a sufficient moat.

FIFA reports 5 billion football fans among its ranks, many of whom are concentrated across key emerging markets in Latin America, the Middle East, and Africa. Partnering with FIFA dovetails with Visa鈥檚 aim to grow by penetrating international markets and non-card payments.

P&G plans to cut 7,000 jobs鈥攔oughly 15% of its global nonmanufacturing workforce鈥攁s part of its long-term strategy of exiting underperforming categories and divesting smaller brands, including Vidal Sassoon in China and various assets in Europe and Latin America. General Mills offloaded its North American yogurt business to focus on higher-growth categories like snacks and pet food.

Retail platforms in regions like Latin America and Southeast Asia may offer less competition and more growth potential, especially for brands looking to establish an early footprint. Related 蘑菇AV reports:. Worldwide Retail Media Ad Spending 2025 (蘑菇AV subscription required). Impact of Tariffs on US Retail Media Ad Spending(蘑菇AV subscription required).

Latin America is the next retail media hotbed. We only break out Brazil and Mexico individually, but our calculations for the entire Latin America region show 37.4% growth this year and $2.54 billion in spending. By 2029, Latin America鈥檚 retail media ad spending will surge past $6 billion. Mercado Libre will be the primary beneficiary of this regional largesse.

Migration across Latin America is down, damping remittance volume. Lower contributions from Iraq also hurt Western Union. The bigger picture: In the wake of slowing remittance growth, the company is focusing on new avenues to drive revenues鈥攍ike its financial media network (FMN). Earlier this month, Western Union partnered with sell-side advertising company Magnite to expand the network鈥檚 reach.

Those that master this convergence won鈥檛 just shape the future of commerce media advertising in Latin America; they鈥檒l set the standard for others to follow worldwide. Read the full report.