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O mercado de varejo digital da América Latina continuará a crescer em ritmo de dois dígitos este ano, demonstrando sua resiliência no cenário global apesar das crescentes tensões geopolíticas e comerciais, segundo o relatório Latin America Ecommerce Forecast 2025 da EMARKETER.
Read MoreLatin America’s retail ecommerce market will continue to grow at a double-digit clip this year, proving its resilience on the global stage despite mounting geopolitical and trade tensions, according to EMARKETER’s Latin America Ecommerce Forecast 2025 report.
Read MoreLatin America will post the world’s fastest ecommerce gains in 2025, growing 1.5 times faster than the global average. Stronger wages and easing inflation are fueling recovery across key markets.
Read MoreLatin America’s retail media ecosystem is expanding fast as new players, formats, and solutions draw in more ad dollars. But limited self-service offerings and the lack of standardized metrics hinder its full potential.
Read More“Retail media ad spending in Latin America will surpass 10% of digital ad spending in 2025 for the first time and more than double by 2029,” said EMARKETER principal analyst Matteo Ceurvels. “Brands need to act quickly to localize in top-growth markets.”
Read MoreEMARKETER’s inaugural Mexico Ad Spending Benchmarks collection provides forecasts and insights for total media, digital, search, display, retail media, connected TV, and social network ad spending to enable direct benchmarking against the market.
Read MoreEMARKETER’s inaugural Brazil Ad Spending Benchmarks collection provides forecasts and insights for total media, digital, search, display, retail media, connected TV, and social network ad spending to enable direct benchmarking against the market.
Read MoreDespite 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.
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