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“Latin America’s ecommerce base is scaling fast as retail media, cross-border marketplaces, and short-form video reshape how brands reach buyers,” said Matteo Ceurvels, EMARKETER prinicpal analyst for Latin America and Spain. "Our survey examines key channels for growth as consumers increasingly move online.
Read More"From gamified shopping to new ad alliances, Latin America’s digital economy is evolving fast," said EMARKETER principal analyst Matteo Ceurvels. Explore five trends that will define the coming year in our latest report, "Latin America Trends to Watch in 2026."
Read MoreLatin America’s digital advertising industry is transforming as new formats, channels, and players emerge. EMARKETER’s third annual survey explores the market dynamics, challenges, and opportunities shaping how the regional landscape will evolve over the next 12 months.
Read MoreO 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 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 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“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 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 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 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.
Read MoreIn an excerpt from Insider Intelligence | eMarketer’s recent deep dive into Latin American trends to watch for 2024, principal analyst Matteo Ceurvels shares how businesses will formalize their relationships with AI in the coming year to get an edge on their competitors and drive success.
Read MoreInsider Intelligence | eMarketer anunció la publicación de su informe anual sobre las principales tendencias de este año en publicidad, comercio y retail media en América Latina. La edición 2024 del informe revela nuevos pronósticos e investigación primaria y destaca cinco tendencias que, según el analista principal Matteo Ceurvels, redefinirán el mercado regional en los próximos meses.
Read MoreInsider Intelligence | eMarketer announces the publication of its annual report on this year’s top advertising, commerce, and retail rends to watch in Latin America. The 2024 edition features a treasure trove of brand-new proprietary forecast and primary research data and highlights 5 trends that principal analyst Matteo Ceurvels expects will redefine the regional market in the months ahead.
Read MoreOs motores de busca tradicionais perderam espaço na disputa pela preferência dos consumidores que pesquisam produtos para comprar pela internet. Segundo estudo do eMarketer | Insider Intelligence, realizado pelo Livepanel, os sites de varejo são hoje a principal fonte de pesquisa de produtos entre os latino-americanos, à frente, inclusive, das redes sociais.
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