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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.

From revolutionizing logistics and digital payments to capturing a major share of ecommerce and retail media ad revenues, Mercado Libre has profoundly reshaped Latin America鈥檚 digital economy.

Many retailers in Latin America like Mercado Libre, Rappi, and even Walmart function not only as commerce players, but as financial institutions as well. As a result, commerce media in Latin America is charting a different course than it has in the US, one that could result in unique opportunities for companies with access not only to shopper habits, but to financial data as well.

Mercado Libre is bullish about growth opportunities: The ecommerce giant is making massive investments to extend its dominance of the Latin American market.

Mercado Libre will account for 66.5% of ecommerce sales in Argentina this year: Amazon sees an opportunity to chip away at that share by offering a $5 flat international shipping rate.

How will tariffs affect prominent ecommerce players like Mercado Libre? Tariffs will make US brands less competitive in Latin America, forcing players like Mercado Libre to adjust their international seller acquisition strategies and navigate new pricing pressures. Mercado Libre could use this moment to position itself as the go-to platform for cross-border ecommerce between the US and Latin America.

Mercado Libre. YouGov.

Mercado Libre鈥檚 retail business is thriving: Advertising revenues rose 50% YoY in Q1, and there鈥檚 ample room for growth.

The retailer鈥檚 ecommerce infrastructure is outdated, complicating its efforts to double sales by 2033 and close the gap with Amazon and Mercado Libre. Some of the $6 billion will go toward the opening of two advanced distribution centers in Baj铆o and Tlaxcala, which will use advanced robotics and AI technologies.

Mercado Libre and Reddit, the two projected front-runners, have a much smoother path ahead鈥攁lthough both are growing from a small base. Mercado Libre will lead in growth again in 2026. Click here to view our full forecast for digital ad revenue growth by company worldwide. Retail media and social media ad platforms will dominate the top 10 list for growth.