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Despite economic uncertainty, Latin America’s ad market is booming. Digital investment and notable rebounds in Argentina and Chile will push overall spending higher—even as Mexico faces US trade turbulence—according to EMARKETER's principal analyst for Latin America, Matteo Ceurvels.
Read More"With strong fan engagement and record-setting audiences, Eurovision offers a playbook on how to connect through shared cultural experiences—no glitter cannon required," said Matteo Ceurvels, EMARKETER's principal analyst for Latin America and Spain.
Read MoreAustria’s JJ may have taken home the trophy at Eurovision 2025 with his song “Wasted Love,” but broadcasters, brands, and the city of Basel walked away as the true winners of the world’s biggest music competition. Held on May 13, 15, and 17, the contest brought together artists from 37 countries who battled it out to become this year’s champion. With record-setting viewership, high-impact brand campaigns, and a major economic windfall for the Swiss host city, Eurovision once again proved it delivers far more than just earworms and catchy tunes.
Read More“Latin America’s commerce media ecosystem is rapidly evolving as nonretail players look to monetize their own first-party data,” said Matteo Ceurvels, EMARKETER’s principal analyst for Latin America. “But unlike in the US, the convergence of retail and financial services in Latin America is giving rise to a distinct multi-industry model, shaping the next evolution of the region’s multibillion-dollar digital advertising market.”
Read MoreUS President Donald Trump’s tariffs could reshape trade between the world’s largest economy and Latin America, with key partners like Mexico and Brazil at the center of the discussion. These changes will force US-based brands to navigate a web of rising costs, supply chain disruptions, and growing competition from local, Asian, and European players. This FAQ examines how Trump’s erratic trade policies could affect US brands that do business with Latin America—and what steps they can take to prepare.
Read More“Latin America saw a massive wave of digitalization in response to the COVID-19 pandemic, but its transformation is far from over,” said Matteo Ceurvels, EMARKETER’s principal analyst for Latin America and Spain. “The pace of digitization has varied across the region, with Mexico emerging as a more mature outlier.”
Read MoreLatin America’s evolving political and economic landscape will drive transformation this year—particularly in booming digital markets like Mexico and Brazil. But even as growth and innovation expand, cross-border and social media challenges may present hurdles.
Read More"Advertisers are satisfied with retail media networks (RMNs), but challenges around measurement, attribution, and industry standardization persist," said EMARKETER's Matteo Ceurvels. "Retailers that address these pain points and align with advertisers’ top priorities will position themselves for success as competition for ad dollars intensifies."
Read MorePeru will be the fifth-largest retail ecommerce market in Latin America in 2024. Ongoing political instability and social unrest have dampened consumer confidence and spending over the past two years. However, "Peru shows great potential to become a formidable multibillion-dollar ecommerce player in the region as consumers increasingly embrace online shopping," said EMARKETER's Matteo Ceurvels.
Read MoreMexico will rank among the world’s five fastest-growing retail ecommerce markets this year. "The country will sustain double-digit sales growth through 2026 before dipping into single-digit growth territory in the latter years of our forecast period as ecommerce adoption matures," said EMARKETER's Matteo Ceurvels.
Read MoreColombia will be the sixth-largest retail ecommerce market in Latin America in 2024. “Ongoing economic challenges will decelerate growth into single-digit territory, but we expect a rebound in 2025 as conditions improve, making Colombia a key emerging market to watch,” said EMARKETER’s Matteo Ceurvels.
Read MoreImproving macroeconomic conditions have increased consumers’ purchasing power and fostered a renewed sense of optimism about the state of the Chilean economy. “This confluence of factors will help fuel a rebound in online sales growth this year after two consecutive years of double-digit declines,” said EMARKETER’s Matteo Ceurvels.
Read More“Several factors will fuel Brazil’s double-digit growth through 2024 and beyond, including more favorable macroeconomic conditions, an increased shift online across most major product categories, and the broader democratization of ecommerce among consumers from all walks of life,” said EMARKETER’s Matteo Ceurvels.
Read MoreArgentina’s ongoing macroeconomic challenges and triple-digit inflation rates have curbed online consumer spending, “but pockets of real growth opportunities still exist for those who know where to look,” according to EMARKETER’s Matteo Ceurvels.
Read MoreLatin America’s ecommerce landscape is incredibly nuanced, shaped by the unique market dynamics of its major economies, according to EMARKETER. Argentina, Brazil, Chile, Colombia, Mexico, and Peru will each contribute distinctively to the region’s overall growth outlook. They reflect a diverse tapestry of consumer behaviors, varying stages of digital adoption, economic recovery, and the impact of leading ecommerce players in each market.
Read MoreBrazil bans X, targeting its free-speech stance. Elon Musk’s companies face mounting pressure to comply with local laws or face operational bans and monetary losses.
Read MoreThe Disney-Mercado Libre tie-up comes as retail media is set to reach fresh highs in Latin America, giving the Google-Meta ad duopoly a run for its money. Mercado Libre will fuel much of the growth as it accounts for more than half of the region’s total retail media ad outlays. Mercado is harnessing new technologies to compete for marketing dollars that have been difficult to attain.
Read More“An early market mover, Mercado Libre is beating Amazon at its own game in Latin America,” says EMARKETER principal analyst Matteo Ceurvels. The former is expected to represent more than half of all retail media ad spending in the region, while the latter continues to lose share to local players in Brazil and Mexico.
Read MoreRetail media ad spending in Latin America will triple in size between 2024 and 2028, rising from $1.84 billion to $5.45 billion, and representing 15.6% of the region’s digital ad market. Although the majority of retail media ad spending is concentrated in the region’s two largest economies, Brazil and Mexico, several major retailers are making their ad offerings available in smaller yet lucrative markets, like Chile, Colombia, and Peru, writes EMARKETER analyst Matteo Ceurvels.
Read MoreRetail media is taking Latin America by storm as advertisers anticipate the cookieless future. With more robust ad formats and solutions emerging, retail media spending will rise to nearly $2 billion in 2024, according to our inaugural EMARKETER forecast.
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