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Latin America鈥檚 ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.

Chile is the fourth-largest retail ecommerce market by total sales and will be the No. 4 fastest-growing digital economy in Latin America. Understanding Chile鈥檚 11.0 million digital buyers is essential for brands and retailers looking to capitalize on this resurging ecommerce market.鈥�

Uber Advertising is focusing on sports marketing as a relationship-building tool鈥攈ighlighted by appearances from Olympian Jordan Chiles and NBA CMO Tammy Henault. Variety is also bringing its Strictly Business podcast to the water, recording live from a yacht with executives from Deloitte and AWS to explore topics like media measurement, audience modeling, and brand-fan connectivity.

Just last month, it rolled out a slate of trend-forward items like instant mushroom tea and Hatch Chile kettle-style tortilla chips. It also recently launched a limited-time Private Selection Cherry Harvest collection鈥攆eaturing foods, beverages, and flowers inspired by TikTok鈥檚 鈥渃herry red鈥� aesthetic鈥攄emonstrating how private labels can deliver both affordability and cultural relevance.

Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP): This agreement includes Canada and 10 other countries: Australia, Brunei, Chile, Japan, Malaysia, Mexico, New Zealand, Peru, Singapore, and Vietnam. For Canada, a key benefit is access to the Japanese automotive market for parts and its consumer market for beef and pork exports.

Our analysis of the data for Argentina, Chile, and Colombia was written with AI assistance. Chart Overview by Country. Brazil. Mexico. Argentina. Chile. Colombia.

Interactive Advertising Bureau Chile (IAB Chile). Interactive Advertising Bureau Colombia (IAB Colombia). Interactive Advertising Bureau M茅xico (IAB M茅xico). Interactive Advertising Bureau Per煤 (IAB Per煤). Interactive Advertising Bureau Uruguay (IAB Uruguay). Magazine Luiza. RD Sa煤de. Similarweb. Skift.

While nations such as Brazil, Argentina, and Chile received the baseline 10% tariff, others鈥攍ike Guyana (38%), Nicaragua (18%), and Venezuela (15%)鈥攚ere hit harder. Mexico and Canada were excluded from this round but still face existing tariffs on key sectors, including a 25% duty on vehicle imports.

We previously forecast most Latin American markets to undergo double-digit growth this year, save Chile. However, ongoing macroeconomic challenges and political unrest in countries like Argentina, Colombia, and Peru prompted us to revise our ecommerce growth rates downward.

Argentina, Chile, and Peru: Imported goods from these nations have so far remained outside Trump鈥檚 direct tariff crosshairs. However, Argentina鈥檚 importance as a global agricultural exporter, Chile鈥檚 status as the world鈥檚 top exporter of copper, and Peru鈥檚 role as a vital supplier of minerals could invite more scrutiny if the Trump administration expands its protectionist agenda in Latin America.