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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.

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%.

TikTok Shop plans to launch in Mexico next month: The move suggests the company is unfazed by the potential US ban.

Constellation Brands imports all of its beer from Mexico: That puts the Modelo parent in a challenging position in wake of US tariffs on imported canned beer and empty aluminum cans.

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

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.

Mexico is Latin America's second-largest ad market by total spending but has the highest digital ad penetration in the region. Here, we explore the country's consumer behaviors and opportunities for advertisers.鈥�

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.

While Argentina is opening its economy to foreign businesses, Brazil and Mexico are taking steps to curb the growing popularity of Asia-based ecommerce platforms like Shopee, AliExpress, Shein, and Temu. Argentina eliminated tariffs on international ecommerce purchases up to $400 for personal use and raised the tax-exempt purchase limit from $1,000 to $3,000 in December 2024.

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.

In January 2024, Nubank division Nu Mexico partnered with local fintech F茅lix Pago to launch a WhatsApp-based remittance service for its 5.5 million users in Mexico. This partnership caters to the 80.1% of mobile phone owners in Mexico who use WhatsApp. And F茅lix Pago's $2.99 flat fee per transaction undercuts the market average, making it an accessible option. High-yield savings accounts.

The retail outlook for 2025 is worse than previously anticipated. However, many smaller emerging markets are still in line for strong years, and ecommerce continues to claw share from traditional retail.

Companies that can successfully navigate and adapt to rapidly evolving local market conditions will be best positioned to capitalize on growth opportunities in Latin America鈥檚 thriving retail ecommerce market. Sources. ESW. Google. PwC. US Census Bureau.

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.

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.

If marketplace sellers raise prices as expected, the impact on Amazon shoppers would be significant, since we expect roughly $2 out of every $3 (66.8%) US shoppers spend on the platform this year will go to those third parties.