Products

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.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
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
Briefings
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
Methodology
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
Newsroom
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
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

Q4 is no longer as important for Latin American retailers

The last three months of the year used to be a make-or-break period for retailers, but consumers in Latin America are now spreading out their digital purchases over the entire year.

Anchored by Black Friday and Christmas, Q4 historically accounted for the bulk of consumers’ online spending for the year. However, other shopping events—like Hot Sale in Argentina and Mexico, or Father’s Day in Brazil—have grown in popularity, giving retailers a sales boost in Q2 and Q3.

Key Highlights

Consumers’ new spending habits have diminished Q4’s importance as a revenue driver. Five of the 12 retailers we analyzed generated more sales in Q2 2021 versus Q4 2021, underscoring Q2’s significance for retailers’ bottom lines.

  • For nine companies, Q4 represented more than 30% of their total retail ecommerce sales in 2019. Two years later, just four players had Q4 sales shares above 30%.
  • These shifts had the biggest impact on Walmart’s ecommerce business in Mexico and Central America. Q4 accounted for more than half of the retailer’s total ecommerce sales in 2018. Three years later, Q4 made up a bit more than one-third of its ecommerce sales.

Looking Ahead

To entice buyers throughout the year, retailers should ensure adequate inventory and run effective marketing campaigns and promotions. This will help bolster sales and keep retailers top of mind as competition for discretionary income intensifies.

Successful retailers will likely spread sales more evenly across all four quarters in the coming years. Players like Magazine Luiza, Mercado Libre, and Via are already on track to do so, while retailers like Liverpool and Walmex lag in this regard.

Read the full 2022 Latin America Retail Ecommerce Players Update report.