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

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

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鈥攊ts three largest markets.

Retail media ad spending is booming in Latin America. Brazil and Mexico are leading the charge, with Mercado Libre outpacing in-market rivals. Here are the latest trends you need to know.

Latin America鈥檚 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鈥檚 not the only major player.

This is the first installment of our annual 鈥淢别虫颈肠辞 Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淢别虫颈肠辞 Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

This is the first installment of our 鈥淢别虫颈肠辞 Ad Spending Benchmarks鈥� series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Brazil and Mexico drive social media ad growth in Latin America. Social stays strong despite macroeconomic uncertainty. Thanks to the format鈥檚 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.

Mexico retail ecommerce sales. Magazine Luiza retail ecommerce sales.

Mercado Libre鈥檚 rollout of video ads on Mercado Play and Amazon鈥檚 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.

This report analyzes how digital adoption and evolving consumer habits are reshaping South Korea鈥檚 retail, media, and payments landscape.

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%.

Brazil鈥檚 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.