E-commerce in Latin America - Statistics & Facts

In 2019, 151.1 million people in Latin America are expected to buy goods and services online, a dramatic increase from 121.1 million in 2016. Recent figures show that the Latin America e-commerce market is still rather small, in comparison with the Asia Pacific or North American regions. However, retail e-commerce sales in Latin America are projected to grow from 57.02 billion U.S. dollars in 2016 to 84.75 billion U.S. dollars by 2019. On a regional level, Brazil is the market leader with over 16.58 billion U.S. dollars in e-commerce sales in 2016, followed by Mexico, with annual e-commerce sales of 7.19 billion U.S. dollars , while Argentina generated 5.1 billion U.S. dollars worth of online product sales revenues that year. The average number of annual online transactions per capita in Latin America in 2016 was the lowest worldwide, with only 9.2 annual online transactions.

The most popular online retailer in Latin America in terms of visitors is MercadoLibre.com (MercadoLivre.com in Brazil and Portugal), a C2C e-commerce platform similar to eBay.com, currently present in Argentina, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Mexico, Ecuador, Peru, Panama, Portugal, Uruguay and Venezuela. With over 50.5 million unique visitors in June 2016 alone, MercadoLibre.com manages to surpass Amazon, the world’s most successful e-retailer, as well as the Brazilian-based company B2W, which is currently the largest in Latin America.

Latin America is also part of the mobile shopping movement. In March 2016, 27 percent of internet users in Latin America used their mobile device to purchase a product or service via mobile device and 23 percent of internet users used an app to make a purchase. During an August 2016 survey, 43 percent of mobile buyers in Latin America stated that they purchased products via mobile on a monthly basis.

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