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Brazil鈥檚 digital economy is rapidly evolving, fueled in part by ecommerce growth. Our three-report collection explores key trends and opportunities shaping Brazil鈥檚 commerce landscape in 2025.

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.

Understanding the nuances of how and where Latin America鈥檚 293.2 million digital buyers spend their money online is key for brands and retailers to succeed in the world鈥檚 second-fastest-growing region for ecommerce.

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 is Latin America鈥檚 largest retail ecommerce market by total sales volume and will be this year鈥檚 third-fastest-growing digital economy worldwide. Understanding the nuances of how and where Brazil鈥檚 diverse consumer base spends its money online is key for brands and retailers to thrive in this highly competitive ecommerce market.

At $22.25 billion, digital advertising is advancing unabated in Latin America this year. Double-digit gains in video and retail media ad spending, as well as improving economic conditions in Brazil and Mexico, will help take the regional market to new heights. Here are the latest trends you need to know.

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.

Brazil had the highest share, accounting for 52.1% of internet users visiting travel sites. Booking, Airbnb, and LATAM Airlines rank among the top 15 most-visited ecommerce sites in Brazil.

through retail media networks that may not appear on ecommerce sites or apps.

This sets the scene for Google to expand payment capabilities like buy now, pay later (BNPL) in the market and sell its other services to the 165.0 million adults in Brazil who have signed up for Pix as of February 2025, per Central Bank of Brazil data cited by Payments and Commerce Market Intelligence (PCMI). Simplified remittances.

Six of the region鈥檚 leading retail and ecommerce platforms featured prominently in our global analysis鈥攊ncluding three from Brazil that posted triple-digit gains. While much of this growth came from a smaller base of ad revenues, it underscored Brazil鈥檚 position as the world鈥檚 fastest-growing retail media market鈥攁 title it鈥檒l reclaim from 2026 onward, per our forecast.

Although no single player rivals Mercado Libre鈥檚 hold on Latin America鈥檚 ecommerce market, nearly 70% of online sales are still fair game for the long tail of retailers.

Farmers in Brazil, the world鈥檚 top coffee exporter, have struggled with damaging frosts and severe droughts, while attacks on commercial vessels in the Red Sea have forced some coffee shipments to detour around the Cape of Good Hope鈥攅xtending delivery times and adding shipping costs. Orange growers in Florida face similar headwinds.

India鈥檚 commerce landscape is undergoing rapid transformation, fueled by booming ecommerce, rising mobile shopping, and the growing influence of social media.

That鈥檚 forcing them to walk a fine line: absorb those costs or pass them along to shoppers without losing volume. With consumer price sensitivity on the rise, many are tightening operations, shedding complexity, and concentrating on their most profitable segments.