Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Latin America Ecommerce 2018

Digital Buyer Trends for Argentina, Brazil and Mexico

About This Report
Regional and country-by-country figures for retail sales, retail ecommerce sales, retail mcommerce sales and digital buyers in Latin America, Argentina, Brazil and Mexico—in addition to demographics, barriers to ecommerce, as well as leading websites and mobile apps.
Table of Contents

Executive Summary

In 2018, eMarketer estimates, total retail ecommerce sales in Latin America will grow 17.9% to $53.20 billion. Despite rising consumer prices, economies are beginning to recover, and that coupled with newly elected presidents have shored up consumer confidence. This report offers regional and country-by-country figures for retail sales, retail ecommerce sales, retail mcommerce sales and digital buyers in Latin America, Argentina, Brazil and Mexico—in addition to digital buyer demographics, barriers to ecommerce, as well as leading retail ecommerce websites and mobile apps.

What is the forecast for ecommerce in Latin America 2017-2022?

We expect that sales will grow 5.1% to $1.988 trillion this year, making the region the world’s fourth largest retail market. Total retail sales will continue to increase, reaching $2.354 trillion by 2022. Brazil will hail as the region’s largest retail market, accounting for almost one-third (32.8%) of all regional retail sales this year, followed by Mexico with a 20.2% share.

What are the top ecommerce sites in Latin America?

Argentina-based digital marketplace MercadoLibre is Latin America’s most popular platform—with 56.3 million unique desktop visitors during May 2018. Amazon sites took distant second place with 22.4 million, followed by sites owned by Brazil-based B2W Digital (16.1 million) and Alibaba (11.8 million). eBay rounded out the top five retail sites in Latin America, with 9.5 million.

What percentage of retail ecommerce is coming from mobile?

This year, for the first time, mobile will make up more than one-quarter (27.5%) of all retail ecommerce sales in Latin America, totaling $14.62 billion. Continued investment in digital infrastructure, improved mobile internet access, less-expensive data plans and rapid smartphone adoption have been key drivers for continued mcommerce growth.

WHAT’S IN THIS REPORT? This report provides a regional and country-by-country analysis for retail sales, retail ecommerce sales and mcommerce sales in Latin America, as well as breakouts for Argentina, Brazil and Mexico. It also includes estimates for digital buyers, and explains local consumer trends such as digital buyer demographics, barriers to ecommerce, leading retail ecommerce websites and mobile apps. The full data set for this forecast, which runs through 2022, is also included.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

19expert perspectives

Insights from industry and company leaders.

Table of Contents

  1. Executive Summary
  2. Latin America: Regional Overview
  3. Argentina
  1. Brazil
  2. Mexico
  3. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Charts in This Report

Interviewed for This Report

Pedro Abad
CEO, Mexico
Interviewed July 2, 2018
Marcos Christensen
Vice President, Southern Core
Interviewed July 13, 2018
Sebastián Moglia Claps
Fundación Círculo Ecommerce
Executive Director
Interviewed July 9, 2018
Omar Galicia
Commercial Director, Mexico
Interviewed July 17, 2018
Anasofía Sánchez Juárez
Director General, Operations and Country Manager, Mexico
Interviewed July 9, 2018
Iván Marchant
Vice President, Mexico, Colombia, Peru and Central America
Interviewed July 16, 2018
Lucas Medola
CFO, Latin America
Interviewed July 10, 2018
Andries Oudshoorn
OLX Brasil
Interviewed July 31, 2018
Alfredo Pérez
Director, International Business
Interviewed July 4, 2018
Marcos Pueyrredón
El Instituto Latinoamericano de Comercio Electrónico (eCommerce Institute)
Interviewed July 24, 2018
Thoran Rodrigues
BigData Corp.
Interviewed July 3, 2018
Ignacio Álvarez Sáez
General Manager and Chief Growth Officer
Interviewed July 6, 2018
Maurício Salvador
Associação Brasileira de Comércio Eletrônico (ABComm)
Interviewed July 9, 2018
Felipe Schepers
COO and Co-Founder
Interviewed July 6, 2018
Andrea Stairs
General Manager, Canada and Latin America
Interviewed August 1, 2018
Diego Urfeig
Cámara Argentina de Comercio Electrónico (CACE)
Executive Director
Interviewed July 23, 2018
Christophe Bize
Vice President, Data and Mobile Analytics
Interviewed July 9, 2018
Chase Buckle
Senior Trends Analyst
Interviewed July 20, 2018
Carlos Jiménez
Tendencias Digitales
Interviewed July 5, 2018


Matteo Ceurvels


Eric Haggstrom
Forecasting Analyst
Monica Peart
Senior Director, Forecasting
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client