Executive Summary

Retail ecommerce is still in the early stages of consumer adoption, representing 4.2% of Latin America’s retail industry this year. However, as more users come online, we estimate that more than one-third (35.0%) of the region’s population will make a digital purchase in 2019.

How much will consumers in Latin America spend on retail ecommerce in 2019?

We expect retail ecommerce sales in Latin America will grow 21.3% to $71.34 billion, tying the region with the Middle East and Africa as the world’s second-fastest-growing retail ecommerce market.

Where are the largest and fastest-growing retail ecommerce markets?

Brazil is the region’s largest retail market, accounting for more than one-third (34.0%) of all regional retail sales this year, followed by Mexico (28.9%) and Argentina (6.3%). Mexico will be the region’s fastest-growing retail ecommerce market, at 35.9%.

Which channels are driving retail ecommerce growth in Latin America?

Mobile will be the primary driver of retail ecommerce sales in Latin America this year. Latin America has one of the fastest-growing smartphone markets worldwide. Inexpensive smartphone options from China have allowed those from lower socioeconomic levels to purchase them and take part in the digital economy. This increase in the number of smartphones users and improved connection speeds favor the growth of mcommerce adoption.

What emerging trends should retailers in Latin America expect?

Retailers should focus on consumers becoming comfortable with the security of ecommerce transactions, the growing importance of marketplaces, cross-border ecommerce, the increasing number of ecommerce sales originating outside major cities as well as social commerce.

WHAT’S IN THIS REPORT? This report provides our analysis for retail ecommerce and mcommerce sales in Latin America, with breakouts for Argentina, Brazil, Chile and Mexico. It also examines emerging trends and key drivers fueling regional market movements.

KEY STAT: Mobile will be the primary driver of retail ecommerce sales in Latin America in 2019. We estimate the region will be the fastest-growing mcommerce market worldwide.

by Emarketer

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