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Amazon plots Haul expansion in spite of de minimis crackdown: The retailer plans to launch its low-cost marketplace in Europe and Mexico.

Despite the current duopoly between Mercado Libre and Amazon in Mexico’s ecommerce market, roughly 60% of online sales remain up for grabs for local, regional, and global retailers.

Mercado Libre will grow its headcount by 33% this year to solidify Latin America ecommerce dominance: The company looks to strengthen its business in Brazil, Mexico, and Argentina—its three largest markets.

Our expanded Latin America retail and ecommerce coverage now includes breakouts for 16 markets across Mexico, Central America, and South America. Brazil and Mexico will drive the bulk of net new ecommerce sales this year with a combined regional market share of 75.2%.

Latin America’s two largest markets will easily exceed those figures: Mexico (37.1%) and Brazil (36.1%) will produce the fastest retail media ad spending growth by far among the eight countries we track. Penetration is rising rapidly in both markets. Amazon is the largest retail media giant worldwide, but it’s not the only major player.

Mercado Libre’s rollout of video ads on Mercado Play and Amazon’s ad-supported Prime Video launch in Mexico and Brazil reflect a broader shift underway: Retail media is increasingly becoming a full-funnel marketing channel that supports both performance and branding objectives.

Mexico retail ecommerce sales. Magazine Luiza retail ecommerce sales.

Brazil and Mexico drive social media ad growth in Latin America. Social stays strong despite macroeconomic uncertainty. Thanks to the format’s reach, engagement, and central role in product discovery, social spending will grow by 11.5% in Brazil and 11.7% in Mexico this year, according to our inaugural forecast.

Brazil’s 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.

In our exclusive survey with ESW, data from shoppers in 18 countries reveals new twists in the path to purchase, the rising momentum of marketplaces, and the resilience of age-old fundamentals.

Latin America’s 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’s digital economy to new heights, the runway for growth remains long.​

Among the larger countries, only India, Russia, and Mexico will stand out in 2025. Russia’s war-strained and heavily sanctioned economy created the conditions for its domestic ecommerce businesses to adapt and grow: And by all accounts they have seized the opportunity. Click here to view our full forecast for retail ecommerce sales growth, by country.

The news: Skims, the shapewear brand founded by Kim Kardashian, is on an expansion tear as it nears $1 billion in annual sales, per Business of Fashion. The company plans to open 16 stores in the US this year, bringing its total domestic footprint to 22. Over the next nine months, Skims expects to establish itself in seven new markets—including stores in Mexico, London, and Dubai. Our take: While stores are hugely important to Skims’ growth, the company has several advantages over the rest of the D2C field. Unlike most other D2C companies, Skims doesn’t need to rely on its stores as billboards given its high-profile founder, who is also a fixture of its ad campaigns. Its partnership with Nike will give it access to an even larger audience and smooth its entry into the athleisure category—assuming production delays don’t get in the way. The launch will also considerably increase Skims’ retail presence without needing to invest in premium real estate.