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E-COMMERCE IN LATIN AMERICA

TABLE OF CONTENTS E-commerce in Latin America

Table of Contents E-commerce volume 07

Worldwide e-commerce share of retail sales 2016, by region

08

Latin America: retail e-commerce sales 2015-2020

09

Total retail e-commerce revenue in Brazil 2017-2023

10

Total retail e-commerce revenue in Mexico 2017-2023

11

Total retail e-commerce revenue in Argentina 2017-2023

12

Argentina: annual e-commerce sales from 2014-2018

13

Latin America: retail e-commerce sales growth 2014-2019

14

Latin America: online shopping growth rate 2017-2018, by country

15

Brazil: e-commerce share of retail sales 2015-2020

16

Argentina: e-commerce share of retail sales 2015-2020

17

Mexico: e-commerce share of retail sales 2015-2020

18

Latin America: e-commerce market share 2017, by country

19

Latin America: most-visited online retailers 2018

Digital buyers 21

Latin America: number of digital buyers 2014-2019

22

Online retail users in Brazil 2017-2023

Table of Contents 23

Online retail users in Argentina 2017-2023

24

Online retail users in Mexico 2017-2023

25

Latin America: digital buyer penetration 2014-2019

26

Digital buyer penetration in Argentina 2017-2023

27

Digital buyer penetration in Brazil 2017-2023

28

Digital buyer penetration in Mexico 2017-2023

Customer spending and behavior 30

Latin America: online content category visitors 2015

31

Latin America: most-visited online retailers 2018

32

Shopping cart abandonment rate worldwide 2016, by region

33

Latin America preferred online retail payment methods 2015

34

Global mobile commerce penetration 2016, by region

35

In-app purchase rate among mobile users worldwide 2016, by region

36

Latin America: mobile buyer penetration 2016, by country & device

37

Most popular mobile retail activities in selected global regions 2016

Brazil 39

Retail e-commerce ARPU in Brazil 2017-2023

Table of Contents 40

Brazil: retail e-commerce category revenue share 2018

41

Brazil: leading e-commerce retailers 2017, by Net Promoter Score

42

Popular types of online shops in Brazil 2017

43

Brazil: online shoppers in 2017, by region

Mexico 45

Mexico: retail e-commerce sales growth 2017-2022

46

Mexico: share of online shoppers 2018, by categories

47

Mexico: leading e-retailers 2017, by sales revenue

48

Mexico: payment methods used in online shopping 2018

49

Mexico: regions where online shoppers bought products online 2018

E-COMMERCE VOLUME E-commerce in Latin America

E-commerce share of total global retail sales in 2016, by region Worldwide e-commerce share of retail sales 2016, by region Share of total retail sales 0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

8.3%

Western Europe

8.1%

North America

3.4%

Central & Eastern Europe

Middle East & Africa

14.0%

12.1%

Asia Pacific

Latin America

12.0%

1.9%

1.8%

Note: Worldwide; 2016 Further information regarding this statistic can be found on page 51. Source(s): eMarketer; ID 239300

7

E-commerce volume

Retail e-commerce sales in Latin America from 2015 to 2020 (in billion U.S. dollars) Latin America: retail e-commerce sales 2015-2020 80

74.8

70

64.4 60

Sales in billion U.S. dollars

54 50

45.4

40

36.9 29.8

30

20

10

0 2015

2016

2017

2018*

2019

2020

Note: 2015 to 2017 Further information regarding this statistic can be found on page 52. Source(s): eMarketer; SWS; Rise Capital; ID 445860

8

E-commerce volume

Brazil: retail e-commerce revenue forecast from 2017 to 2023 (in billion U.S. dollars) Total retail e-commerce revenue in Brazil 2017-2023 18

16

14.5

14.9

15.3

15.7

16.1

16.5

16.9

Revenue in billion U.S. dollars

14

12

10

8

6

4

2

0 2017

2018

2019

2020

2021

2022

2023

Note: 2019 Further information regarding this statistic can be found on page 53. Source(s): Statista; ID 289746

9

E-commerce volume

Mexico: retail e-commerce revenue forecast from 2017 to 2023 (in billion U.S. dollars) Total retail e-commerce revenue in Mexico 2017-2023 14

12.5 12 12

11.2 10.1

Revenue in billion U.S. dollars

10

9 8.1 8

7.5

6

4

2

0 2017

2018

2019

2020

2021

2022

2023

Note: 2019 Further information regarding this statistic can be found on page 54. Source(s): Statista; ID 289771

10

E-commerce volume

Argentina: retail e-commerce revenue forecast from 2017 to 2023 (in billion U.S. dollars) Total retail e-commerce revenue in Argentina 2017-2023 6

4.8

5

5

Revenue in billion U.S. dollars

4.5 4 4

3.4 3 3

2.7

2

1

0 2017

2018

2019

2020

2021

2022

2023

Note: 2019 Further information regarding this statistic can be found on page 55. Source(s): Statista; ID 382873

11

E-commerce volume

Annual e-commerce sales in Argentina from 2014 to 2018 (in billion Argentine pesos) Argentina: annual e-commerce sales from 2014-2018 250

229.8

Revenue in billion Argentine pesos

200

156.3 150

102.7 100

68.2 50

40.1

0 2014

2015

2016

2017

2018

Note: 2014 to 2018; B2C and C2C Further information regarding this statistic can be found on page 56. Source(s): Kantar TNS; CACE; ID 695591

12

E-commerce volume

Annual retail e-commerce sales growth in Latin America from 2014 to 2019 Latin America: retail e-commerce sales growth 2014-2019 35.0%

30.0%

29.8%

23.9%

E-commerce sales growth rate

25.0%

20.4% 20.0%

16.8% 15.0%

13.1%

12.5%

10.0%

5.0%

0.0% 2014

2015

2016*

2017*

2018*

2019*

Note: Central and South America; 2014 to 2015 Further information regarding this statistic can be found on page 57. Source(s): eMarketer; ID 445862

13

E-commerce volume

Growth rate of e-commerce sales in selected Latin American countries in 2017 and 2018 Latin America: online shopping growth rate 2017-2018, by country 2017

2018*

35.0%

30.2% 30.0%

27.3%

27.1%

27.3%

28.4% 27.1%

E-commerce sales growth rate

25.8% 25.0%

22.8%

23.7%

24.5%

20.4% 20.0%

17.8%

15.0%

10.0%

5.0%

0.0% Argentina

Brazil

Colombia

Chile

Mexico

Peru

Note: 2017; Compared to the previous year Further information regarding this statistic can be found on page 58. Source(s): BBVA; IDC; ID 880469

14

E-commerce volume

E-commerce share of total retail sales in Brazil from 2015 to 2020 Brazil: e-commerce share of retail sales 2015-2020 3.7%

3.5% 3.5%

3.3%

Percentage of e-commerce sales

3.3%

3%

3.1%

2.8%

2.9%

2.7%

2.5% 2.5%

2.3%

2.2%

2.1% 2015

2016

2017

2018*

2019

2020

Note: Brazil; 2015 to 2017 Further information regarding this statistic can be found on page 59. Source(s): eMarketer; Rise Capital; SWS; ID 379140

15

E-commerce volume

E-commerce share of total retail sales in Argentina from 2015 to 2020 Argentina: e-commerce share of retail sales 2015-2020 4.1%

3.6% 3.6%

Percentage of e-commerce sales

3.2% 3.1%

2.7% 2.6%

2.2% 2.1%

1.7% 1.6%

1.3%

1.1% 2015

2016

2017

2018*

2019

2020

Note: Argentina; 2015 to 2017 Further information regarding this statistic can be found on page 60. Source(s): eMarketer; SWS; Rise Capital; ID 379158

16

E-commerce volume

E-commerce share of total retail sales in Mexico from 2015 to 2020 Mexico: e-commerce share of retail sales 2015-2020 3.1%

2.5%

Percentage of e-commerce sales

2.6%

2.2% 2.1%

1.9% 1.7% 1.6%

1.4% 1.2% 1.1% 2015

2016

2017

2018*

2019

2020

Note: Mexico; 2015 to 2017 Further information regarding this statistic can be found on page 61. Source(s): eMarketer; SWS; Rise Capital; ID 379163

17

E-commerce volume

Distribution of the e-commerce market in Latin America in 2017, by country Latin America: e-commerce market share 2017, by country Share of e-commerce market 0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

Brazil

4.7%

Colombia

4.4%

Ecuador

2.3%

Venezuela

Puerto Rico

45.0%

19.6%

Chile

Guatemala

40.0%

22%

Mexico

Peru

35.0%

38.3%

Argentina

Dominican Republic

30.0%

1.9% 1.5% 1.3% 1.1% 0.8%

Costa Rica

0.6%

Uruguay

0.6%

Suriname

0.4%

El Salvador

0.4%

Note: 2017 Further information regarding this statistic can be found on page 62. Source(s): BlackSip; CCCE; ID 256166

18

E-commerce volume

Most popular online retailers in Latin America as of May 2018, based on number of unique visitors (in millions) Latin America: most-visited online retailers 2018 Number of visitors in millions 0

10

20

30

50

60

56.3

MercadoLibre

22.4

Amazon sites

16.1

B2W Digital

11.8

Alibaba

9.5

eBay

9.1

CNova

8.4

Apple sites Walmart

7.7

Google Shopping

7.5

Buscapé

40

6

Note: May 2018; 15 years and older; Home and work access; Only desktop visitors (excluding mobile) Further information regarding this statistic can be found on page 63. Source(s): comScore; eMarketer; ID 321543

19

E-commerce volume

DIGITAL BUYERS E-commerce in Latin America

Number of digital buyers in Latin America from 2014 to 2019 (in millions) Latin America: number of digital buyers 2014-2019 180

155.5

160

147.2 137.1

140 Number of digital buyers in millions

126.8 115.8

120

103.9 100

80

60

40

20

0 2014

2015

2016*

2017*

2018*

2019*

Note: Central and South America; 2014 and 2015; 14 years and older Further information regarding this statistic can be found on page 64. Source(s): eMarketer; ID 251657

21

Digital buyers

Number of e-commerce users in Brazil from 2017 to 2023 (in millions) Online retail users in Brazil 2017-2023 153.7

144.1

Number of users in millions

143.7

140.8 137 132.6

133.7

127.7

122.3

123.7

116.5

113.7 2017

2018

2019

2020

2021

2022

2023

Note: 2019 Further information regarding this statistic can be found on page 65. Source(s): Statista; ID 251659

22

Digital buyers

Number of e-commerce users in Argentina from 2017 to 2023 (in millions) Online retail users in Argentina 2017-2023 33.8

32.8 32 31.8 Number of users in millions

31.1

30.1 29.8

28.9

27.7

27.8

26.4

25.8 2017

2018

2019

2020

2021

2022

2023

Note: 2019 Further information regarding this statistic can be found on page 66. Source(s): Statista; ID 251660

23

Digital buyers

Number of e-commerce users in Mexico from 2017 to 2023 (in millions) Online retail users in Mexico 2017-2023 84.3

78.8

79.3

Number of users in millions

75.8 74.3

72.4

68.6

69.3

64.7 64.3

60.6 59.3

56.5

54.3 2017

2018

2019

2020

2021

2022

2023

Note: 2019 Further information regarding this statistic can be found on page 67. Source(s): Statista; ID 251662

24

Digital buyers

Digital buyer penetration in Latin America from 2014 to 2019 Latin America: digital buyer penetration 2014-2019 50.0%

45.0%

40.4%

41.6%

42.6%

43.7%

44.5%

45.1%

2018*

2019*

40.0%

Share of internet users

35.0%

30.0%

25.0%

20.0%

15.0%

10.0%

5.0%

0.0% 2014

2015

2016*

2017*

Note: Central and South America; 2014 to 2015; 14 years and older Further information regarding this statistic can be found on page 68. Source(s): eMarketer; ID 252402

25

Digital buyers

Digital buyer penetration in Argentina from 2017 to 2023 Digital buyer penetration in Argentina 2017-2023 73.0%

70.7%

71.0%

69.6%

Share of population in percent

69.0%

68.2%

66.5%

67.0%

64.5%

65.0%

62.4%

63.0%

61.0%

60.1%

59.0% 2017

2018

2019

2020

2021

2022

2023

Note: 2019 Further information regarding this statistic can be found on page 69. Source(s): Statista; ID 252403

26

Digital buyers

Digital buyer penetration in Brazil from 2017 to 2023 Digital buyer penetration in Brazil 2017-2023 67.1%

66.5% 65.4%

65.1%

Share of population in percent

64%

63.1%

62.4%

61.1%

60.5%

59.1%

58.4%

57.1%

56.1%

55.1% 2017

2018

2019

2020

2021

2022

2023

Note: 2019 Further information regarding this statistic can be found on page 70. Source(s): Statista; ID 252404

27

Digital buyers

Digital buyer penetration in Mexico from 2017 to 2023 Digital buyer penetration in Mexico 2017-2023 63.9%

59.3%

Share of population in percent

58.9%

57.6% 55.6%

53.2%

53.9%

50.7%

48.9%

48%

45.3%

43.9% 2017

2018

2019

2020

2021

2022

2023

Note: 2019 Further information regarding this statistic can be found on page 71. Source(s): Statista; ID 252405

28

Digital buyers

CUSTOMER SPENDING AND BEHAVIOR E-commerce in Latin America

Most popular online content categories in Latin America in April 2015, based on visitors (in millions) Latin America: online content category visitors 2015 Number of unique visitors in millions 0

20

40

60

80

100

120

140

160

180

173.09

Services

168.8

Social media

165.69

Portals

162.77

Entertainment

158.43

Search/Navigation

136.65

Directories/Resources

130.95

News/Information

118

Retail Lifestyle Technology

200

110.08 108.55

Note: Central and South America; April 2015; 15 years and older; Home and work PC access Further information regarding this statistic can be found on page 72. Source(s): comScore; ID 461817

30

Customer spending and behavior

Most popular online retailers in Latin America as of May 2018, based on number of unique visitors (in millions) Latin America: most-visited online retailers 2018 Number of visitors in millions 0

10

20

30

50

60

56.3

MercadoLibre

22.4

Amazon sites

16.1

B2W Digital

11.8

Alibaba

9.5

eBay

9.1

CNova

8.4

Apple sites Walmart

7.7

Google Shopping

7.5

Buscapé

40

6

Note: May 2018; 15 years and older; Home and work access; Only desktop visitors (excluding mobile) Further information regarding this statistic can be found on page 73. Source(s): comScore; eMarketer; ID 321543

31

Customer spending and behavior

Online shopping cart abandonment rate as of 2nd quarter 2016, by region Shopping cart abandonment rate worldwide 2016, by region 90.0%

80.0%

76.3%

76.1%

75.3%

74.52%

74% 70.9%

70.0%

Abandonment rate

60.0%

50.0%

40.0%

30.0%

20.0%

10.0%

0.0% APAC

Middle East and Africa

Latin America

Global

North America

Europe

Note: Worldwide; 2nd quarter 2016; 500 global brands Further information regarding this statistic can be found on page 74. Source(s): SaleCycle; ID 546885

32

Customer spending and behavior

Preferred payment methods of online shoppers in Latin America as of 4th quarter 2015 Latin America preferred online retail payment methods 2015 Share of online shoppers 0.0%

10.0%

20.0%

30.0%

40.0%

60.0%

70.0%

65%

Credit card

41%

Debit card

36%

Digital payment systems (PayPal, Alipay)

Direct debit from bank account

35%

Cash on delivery

35%

Store specific gift card

50.0%

13%

Note: Central and South America; 4th quarter 2015; purchases in the past 6 months Further information regarding this statistic can be found on page 75. Source(s): Nielsen; ID 256262

33

Customer spending and behavior

Mobile shopping penetration worldwide as of March 2016, by region Global mobile commerce penetration 2016, by region Purchased a product or service on mobile device

Used a mobile app to make a purchase

50.0%

46% 45.0%

44%

40.0%

Share of respondents

35.0%

32%

30.0%

28%

27% 25%

25.0%

22%

25% 23% 21%

20.0% 15.0% 10.0% 5.0% 0.0% Asia Pacific

Europe

Africa and Middle East

Latin America

North America

Note: Worldwide; March 1 to 23, 2016; 30,000; mobile connected device owners Further information regarding this statistic can be found on page 76. Source(s): Nielsen; ID 418393

34

Customer spending and behavior

Share of mobile users who pay for in-app purchases worldwide as of May 2016, by region In-app purchase rate among mobile users worldwide 2016, by region 7.0%

5.9%

6.0%

5.8%

5.2%

5%

Share of mobile users

5.0%

4.0%

3.0%

2.4% 2.0%

1.0%

0.0% Global

Asia

North America

Europe

Latin America

Note: Worldwide; April to May 2016; mobile users Further information regarding this statistic can be found on page 77. Source(s): AppsFlyer; Quartz; ID 576498

35

Customer spending and behavior

Mobile buyer penetration in selected countries in Latin America as of July 2016, by device Latin America: mobile buyer penetration 2016, by country & device Smartphone

Tablet

30.0%

26.5% 23.9%

Share of mobile buyers

25.0%

19.4%

20.0%

18.4%

15.0%

12.6%

11.9% 10.7% 10.0%

7.8% 5.2%

4.7%

5.0%

0.0% Chile

Mexico

Brazil

Colombia

Peru

Note: July 2016; 18 years and older Further information regarding this statistic can be found on page 78. Source(s): eMarketer; Tecnocom; Analistas Financieros Internacionales; ID 595924

36

Customer spending and behavior

Most popular mobile shopping activities worldwide as of March 2016, by region Most popular mobile retail activities in selected global regions 2016 Asia Pacific

Europe

Africa & Middle East

Latin America

North America

To compare prices when shopping

60%

41%

54%

54%

36%

To look up product information when shopping

56%

44%

55%

57%

38%

To look for coupons or deals when shopping

54%

32%

38%

31%

32%

To make better shopping decisions

49%

27%

44%

43%

34%

To make shopping trips quicker or more efficient

53%

26%

34%

30%

25%

As a personal shopping assistant

37%

17%

36%

22%

21%

Note: Worldwide; March 1 to 23, 2016; 30,000 Further information regarding this statistic can be found on page 79. Source(s): Nielsen; ID 618328

37

Customer spending and behavior

BRAZIL E-commerce in Latin America

Average retail e-commerce revenue per user in Brazil from 2017 to 2023 (in U.S. dollars) Retail e-commerce ARPU in Brazil 2017-2023 125.4

124.4

124.1

Average revenue per user in U.S. dollars

123.4

122.4

121.4 121.4

120.4

119.7 119.4

118.6 118.4

117.9 117.4

117.4

117.1

116.4 2017

2018

2019

2020

2021

2022

2023

Note: 2019 Further information regarding this statistic can be found on page 80. Source(s): Statista; ID 256452

39

Brazil

Most popular retail e-commerce categories in Brazil in 2018, by revenue share Brazil: retail e-commerce category revenue share 2018 Share of revenue 0.0%

2.0%

4.0%

6.0%

8.0%

10.0%

12.0%

14.0%

16.0%

18.0%

Household appliances 18.2%

Home furnishings & decoration

10%

Computers

9.6%

Consumer electronics

9.5%

Health, cosmetics & perfumes

6.8%

Fashion & accessories

5.6%

Sports & leisure

Food & beverages

22.0%

19.6%

Telephony/mobile phones

Automotive accessories

20.0%

3.6%

2.5%

2.2%

Note: 2018 Further information regarding this statistic can be found on page 81. Source(s): Ebit; ID 682348

40

Brazil

Leading e-commerce retailers in Brazil in 2017, by Net Promoter Score (NPS) Brazil: leading e-commerce retailers 2017, by Net Promoter Score Net Promoter Score 0

10

20

30

40

50

60

80

68

Netshoes

59

Submarino

57

Americanas.com

56

Amazon

53

Walmart

51

Saraiva

50

Ponto Frio Extra.com

49

Magazine Luiza

49 46

Dafiti

43

Casas Bahia FNAC

70

19

Note: Brazil; 2017; 1,848 customers Further information regarding this statistic can be found on page 82. Source(s): Opinion Box; Net Promoter Score; NetSol; Tracksale; ID 801037

41

Brazil

Which of these types of online shops have you bought something from in the past 12 months? Popular types of online shops in Brazil 2017 Share of respondents 0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

57%

Online multibrand platforms (e.g. amazon.com)

50%

Online marketplaces (e.g. ebay.com, etsy.com)

42%

Online mass merchants (e.g. target.com)

38%

Online mono-brand stores (e.g. maccosmetics.com)

20%

Online boutiques (limited choice of products from a certain category)

12%

Members-only shopping clubs

None of the above

60.0%

9%

Note: Brazil; Dec 11 to Dec 18, 2017; 18 to 64 years; 1,041 Further information regarding this statistic can be found on page 83. Source(s): Statista Global Consumer Survey; ID 822782

42

Brazil

Distribution of online shoppers in Brazil in 2017, by region Brazil: online shoppers in 2017, by region 70.0%

63.6% 60.0%

Share of online buyers

50.0%

40.0%

30.0%

20.0%

16.1% 10.9%

10.0%

6.9% 2.5%

0.0% South-East

South

North-East

Central-West

North

Note: 2017; Based on delivery address Further information regarding this statistic can be found on page 84. Source(s): Ebit; UOL; ID 770077

43

Brazil

MEXICO E-commerce in Latin America

Annual retail e-commerce sales growth in Mexico from 2017 to 2022 Mexico: retail e-commerce sales growth 2017-2022 25.0%

20.0%

19.1% 17.9%

Year-on-year growth rate

16.3% 14.4%

15.0%

12.2% 10% 10.0%

5.0%

0.0% 2017

2018*

2019*

2020*

2021*

2022*

Note: 2017 Further information regarding this statistic can be found on page 85. Source(s): Statista; Statista Digital Market Outlook; ID 261368

45

Mexico

Share of online shoppers buying products from selected categories online in Mexico in 2018 Mexico: share of online shoppers 2018, by categories Share of online shoppers 0.0%

5.0%

10.0%

15.0%

20.0%

25.0%

30.0%

25%

Fashion

23%

Electronics/IT

20%

Culture

17%

Beauty

12%

Sports

10%

Supermarket

Household

9%

Medicine

9%

Note: April 27 to May 3, 2018; 18-55 years; 1,017 internet users Further information regarding this statistic can be found on page 86. Source(s): The Cocktail; ID 730345

46

Mexico

Leading e-retailers in Mexico in 2017, by sales revenue (in million U.S. dollars) Mexico: leading e-retailers 2017, by sales revenue 600

505.2

Sales revenue in million U.S dollars

500

489.2

400

300

258.9

200

100

0 Amazon

MercadoLibre

Walmart

Note: North America, Mexico; 2017 Further information regarding this statistic can be found on page 87. Source(s): Expansión; Euromonitor; ID 822215

47

Mexico

Payment methods used in online shopping in Mexico in 2018 Mexico: payment methods used in online shopping 2018 Share of respondents 0.0%

5.0%

10.0%

15.0%

20.0%

30.0%

26.5%

Debit card

26.3%

Credit card

16.7%

Physical store payment

14.2%

PayPal

3.9%

Transfer

2.6%

MercadoPago app*

Phone payment

0.9%

Prepaid card

0.9%

e-wallet

25.0%

0.5%

Note: April 27 to May 3, 2018; 18-55 years; 1,017 internet users Further information regarding this statistic can be found on page 88. Source(s): The Cocktail; ID 730451

48

Mexico

Regions where Mexican online shoppers bought products online in 2018 Mexico: regions where online shoppers bought products online 2018 Share of respondents 0.0%

10.0%

20.0%

30.0%

40.0%

70.0%

80.0%

38%

Asia

4%

16%

Europe

Australia

60.0%

72%

Unites States

Latin America

50.0%

3%

Don't know

4%

Other

4%

Note: Mexico; November 2018; 18 years and older; 1,873 Further information regarding this statistic can be found on page 89. Source(s): AMIPCI; ID 729540

49

Mexico

REFERENCES E-commerce in Latin America

E-commerce share of total global retail sales in 2016, by region Worldwide e-commerce share of retail sales 2016, by region Source and methodology information Source(s)

eMarketer

Conducted by

eMarketer

Survey period

2016

Region(s)

Worldwide

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

eMarketer

Publication date

August 2016

Original source

emarketer.com

Website URL

visit the website

Notes: n.a.

Back to statistic

51

References

Retail e-commerce sales in Latin America from 2015 to 2020 (in billion U.S. dollars) Latin America: retail e-commerce sales 2015-2020 Source and methodology information Source(s)

eMarketer; SWS; Rise Capital

Conducted by

eMarketer

Survey period

2015 to 2017

Region(s)

Central and South America

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

SWS; Rise Capital

Publication date

March 2018

Original source

eCommerce 2018 Hand- Latin America Focus, page 13

Website URL

visit the website

Notes: * Starting from the indicated year, figures are forecasts.

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52

References

Brazil: retail e-commerce revenue forecast from 2017 to 2023 (in billion U.S. dollars) Total retail e-commerce revenue in Brazil 2017-2023 Source and methodology information Source(s)

Statista

Conducted by

Statista

Survey period

2019

Region(s)

n.a.

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

Statista

Publication date

August 2019

Original source

Digital Market Outlook

Website URL

visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital channel to a private end user (B2C). This comprises purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The main sales channels are cross-brand online mail order companies and the online shops of individual companies. All monetary figures refer to the annual gross revenue and do not factor in shipping costs. The exact definition of the eCommerce market can be found here

Back to statistic

53

References

Mexico: retail e-commerce revenue forecast from 2017 to 2023 (in billion U.S. dollars) Total retail e-commerce revenue in Mexico 2017-2023 Source and methodology information Source(s)

Statista

Conducted by

Statista

Survey period

2019

Region(s)

n.a.

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

Statista

Publication date

August 2019

Original source

Digital Market Outlook

Website URL

visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital channel to a private end user (B2C). This comprises purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The main sales channels are cross-brand online mail order companies and the online shops of individual companies. All monetary figures refer to the annual gross revenue and do not factor in shipping costs. The exact definition of the eCommerce market can be found here

Back to statistic

54

References

Argentina: retail e-commerce revenue forecast from 2017 to 2023 (in billion U.S. dollars) Total retail e-commerce revenue in Argentina 2017-2023 Source and methodology information Source(s)

Statista

Conducted by

Statista

Survey period

2019

Region(s)

n.a.

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

Statista

Publication date

August 2019

Original source

Digital Market Outlook

Website URL

visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital channel to a private end user (B2C). This comprises purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The main sales channels are cross-brand online mail order companies and the online shops of individual companies. All monetary figures refer to the annual gross revenue and do not factor in shipping costs. The exact definition of the eCommerce market can be found here

Back to statistic

55

References

Annual e-commerce sales in Argentina from 2014 to 2018 (in billion Argentine pesos) Argentina: annual e-commerce sales from 2014-2018 Source and methodology information Source(s)

Kantar TNS; CACE

Conducted by

Kantar TNS; CACE

Survey period

2014 to 2018

Region(s)

Argentina

Number of respondents

n.a.

Age group

n.a.

Special characteristics

B2C and C2C

Published by

CACE

Publication date

February 2019

Original source

Estudio Anual de Comercio Electrónico 2018, page 34

Website URL

visit the website

Notes: Values preceding 2017 were retrieved from earlier releases. According to x-rates.com ,the exchange rate on December 31, 2018 was 1.00 ARS (Argentine peso) = 0.026558 USD (United States Dollar), and on December 31, 2017 was 1.00 ARS (Argentine peso) = 0.053712 USD (United States Dollar). Figures were rounded.

Back to statistic

56

References

Annual retail e-commerce sales growth in Latin America from 2014 to 2019 Latin America: retail e-commerce sales growth 2014-2019 Source and methodology information Source(s)

eMarketer

Conducted by

eMarketer

Survey period

2014 to 2015

Region(s)

Central and South America

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

eMarketer

Publication date

July 2015

Original source

emarketer.com

Website URL

visit the website

Notes: * Forecast. Includes products and services ordered using the internet via any device, regardless of the method of payment or fulfillment. Excludes travel and event tickets.

Back to statistic

57

References

Growth rate of e-commerce sales in selected Latin American countries in 2017 and 2018 Latin America: online shopping growth rate 2017-2018, by country Source and methodology information Source(s)

BBVA; IDC

Conducted by

IDC

Survey period

2017

Region(s)

Central and South America, Mexico

Number of respondents

n.a.

Age group

n.a.

Special characteristics

Compared to the previous year

Published by

BBVA

Publication date

March 2018

Original source

bbva.com

Website URL

visit the website

Notes: * Forecast

Back to statistic

58

References

E-commerce share of total retail sales in Brazil from 2015 to 2020 Brazil: e-commerce share of retail sales 2015-2020 Source and methodology information Source(s)

eMarketer; Rise Capital; SWS

Conducted by

eMarketer

Survey period

2015 to 2017

Region(s)

Brazil

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

Rise Capital; SWS

Publication date

March 2018

Original source

eCommerce 2018 Hand- Latin America Focus, page 18

Website URL

visit the website

Notes: * Starting from the indicated year, figures are forecasts.

Back to statistic

59

References

E-commerce share of total retail sales in Argentina from 2015 to 2020 Argentina: e-commerce share of retail sales 2015-2020 Source and methodology information Source(s)

eMarketer; SWS; Rise Capital

Conducted by

eMarketer

Survey period

2015 to 2017

Region(s)

Argentina

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

SWS; Rise Capital

Publication date

March 2018

Original source

eCommerce 2018 Hand- Latin America Focus, page 19

Website URL

visit the website

Notes: * Starting from the indicated year, figures are forecasts.

Back to statistic

60

References

E-commerce share of total retail sales in Mexico from 2015 to 2020 Mexico: e-commerce share of retail sales 2015-2020 Source and methodology information Source(s)

eMarketer; SWS; Rise Capital

Conducted by

eMarketer

Survey period

2015 to 2017

Region(s)

Mexico

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

SWS; Rise Capital

Publication date

March 2018

Original source

eCommerce 2018 Hand- Latin America Focus, page 16

Website URL

visit the website

Notes: * Starting from the indicated year, figures are forecasts.

Back to statistic

61

References

Distribution of the e-commerce market in Latin America in 2017, by country Latin America: e-commerce market share 2017, by country Source and methodology information Source(s)

BlackSip; CCCE

Conducted by

BlackSip

Survey period

2017

Region(s)

Central and South America

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

BlackSip

Publication date

September 2018

Original source

Reporte de Industria: El E-Commerce en Colombia 2018/2019, page 5

Website URL

visit the website

Notes: n.a.

Back to statistic

62

References

Most popular online retailers in Latin America as of May 2018, based on number of unique visitors (in millions) Latin America: most-visited online retailers 2018 Source and methodology information Source(s)

comScore; eMarketer

Conducted by

comScore

Survey period

May 2018

Region(s)

Central and South America

Number of respondents

n.a.

Age group

15 years and older

Special characteristics

Home and work access; Only desktop visitors (excluding mobile)

Published by

eMarketer

Publication date

August 2018

Original source

emarketer.com

Website URL

visit the website

Notes: n.a.

Back to statistic

63

References

Number of digital buyers in Latin America from 2014 to 2019 (in millions) Latin America: number of digital buyers 2014-2019 Source and methodology information Source(s)

eMarketer

Conducted by

eMarketer

Survey period

2014 and 2015

Region(s)

Central and South America

Number of respondents

n.a.

Age group

14 years and older

Special characteristics

n.a.

Published by

eMarketer

Publication date

February 2016

Original source

Worldwide Retail E-commerce Sales, page 19

Website URL

visit the website

Notes: * Forecast. Internet users who have made at least one purchase via any digital channel within the past year, including online, mobile and tablet purchases.

Back to statistic

64

References

Number of e-commerce users in Brazil from 2017 to 2023 (in millions) Online retail users in Brazil 2017-2023 Source and methodology information Source(s)

Statista

Conducted by

Statista

Survey period

2019

Region(s)

n.a.

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

Statista

Publication date

August 2019

Original source

Digital Market Outlook

Website URL

visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital channel to a private end user (B2C). This comprises purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The main sales channels are cross-brand online mail order companies and the online shops of individual companies. All monetary figures refer to the annual gross revenue and do not factor in shipping costs. The exact definition of the eCommerce market can be found here

Back to statistic

65

References

Number of e-commerce users in Argentina from 2017 to 2023 (in millions) Online retail users in Argentina 2017-2023 Source and methodology information Source(s)

Statista

Conducted by

Statista

Survey period

2019

Region(s)

n.a.

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

Statista

Publication date

August 2019

Original source

Digital Market Outlook

Website URL

visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital channel to a private end user (B2C). This comprises purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The main sales channels are cross-brand online mail order companies and the online shops of individual companies. All monetary figures refer to the annual gross revenue and do not factor in shipping costs. The exact definition of the eCommerce market can be found here

Back to statistic

66

References

Number of e-commerce users in Mexico from 2017 to 2023 (in millions) Online retail users in Mexico 2017-2023 Source and methodology information Source(s)

Statista

Conducted by

Statista

Survey period

2019

Region(s)

n.a.

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

Statista

Publication date

August 2019

Original source

Digital Market Outlook

Website URL

visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital channel to a private end user (B2C). This comprises purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The main sales channels are cross-brand online mail order companies and the online shops of individual companies. All monetary figures refer to the annual gross revenue and do not factor in shipping costs. The exact definition of the eCommerce market can be found here

Back to statistic

67

References

Digital buyer penetration in Latin America from 2014 to 2019 Latin America: digital buyer penetration 2014-2019 Source and methodology information Source(s)

eMarketer

Conducted by

eMarketer

Survey period

2014 to 2015

Region(s)

Central and South America

Number of respondents

n.a.

Age group

14 years and older

Special characteristics

n.a.

Published by

eMarketer

Publication date

February 2016

Original source

Worldwide Retail E-commerce Sales, page 19

Website URL

visit the website

Notes: * Forecast. Internet users who have made at least one purchase via any digital channel within the calendar year, including online, mobile and tablet purchases.

Back to statistic

68

References

Digital buyer penetration in Argentina from 2017 to 2023 Digital buyer penetration in Argentina 2017-2023 Source and methodology information Source(s)

Statista

Conducted by

Statista

Survey period

2019

Region(s)

n.a.

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

Statista

Publication date

August 2019

Original source

Digital Market Outlook

Website URL

visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital channel to a private end user (B2C). This comprises purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The main sales channels are cross-brand online mail order companies and the online shops of individual companies. All monetary figures refer to the annual gross revenue and do not factor in shipping costs. The exact definition of the eCommerce market can be found here

Back to statistic

69

References

Digital buyer penetration in Brazil from 2017 to 2023 Digital buyer penetration in Brazil 2017-2023 Source and methodology information Source(s)

Statista

Conducted by

Statista

Survey period

2019

Region(s)

n.a.

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

Statista

Publication date

August 2019

Original source

Digital Market Outlook

Website URL

visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital channel to a private end user (B2C). This comprises purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The main sales channels are cross-brand online mail order companies and the online shops of individual companies. All monetary figures refer to the annual gross revenue and do not factor in shipping costs. The exact definition of the eCommerce market can be found here

Back to statistic

70

References

Digital buyer penetration in Mexico from 2017 to 2023 Digital buyer penetration in Mexico 2017-2023 Source and methodology information Source(s)

Statista

Conducted by

Statista

Survey period

2019

Region(s)

n.a.

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

Statista

Publication date

August 2019

Original source

Digital Market Outlook

Website URL

visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital channel to a private end user (B2C). This comprises purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The main sales channels are cross-brand online mail order companies and the online shops of individual companies. All monetary figures refer to the annual gross revenue and do not factor in shipping costs. The exact definition of the eCommerce market can be found here

Back to statistic

71

References

Most popular online content categories in Latin America in April 2015, based on visitors (in millions) Latin America: online content category visitors 2015 Source and methodology information Source(s)

comScore

Conducted by

comScore

Survey period

April 2015

Region(s)

Central and South America

Number of respondents

n.a.

Age group

15 years and older

Special characteristics

Home and work PC access

Published by

comScore

Publication date

July 2015

Original source

2015 Latam Digital Future in Focus, page 9

Website URL

visit the website

Notes: n.a.

Back to statistic

72

References

Most popular online retailers in Latin America as of May 2018, based on number of unique visitors (in millions) Latin America: most-visited online retailers 2018 Source and methodology information Source(s)

comScore; eMarketer

Conducted by

comScore

Survey period

May 2018

Region(s)

Central and South America

Number of respondents

n.a.

Age group

15 years and older

Special characteristics

Home and work access; Only desktop visitors (excluding mobile)

Published by

eMarketer

Publication date

August 2018

Original source

emarketer.com

Website URL

visit the website

Notes: n.a.

Back to statistic

73

References

Online shopping cart abandonment rate as of 2nd quarter 2016, by region Shopping cart abandonment rate worldwide 2016, by region Source and methodology information Source(s)

SaleCycle

Conducted by

SaleCycle

Survey period

2nd quarter 2016

Region(s)

Worldwide

Number of respondents

500 global brands

Age group

n.a.

Special characteristics

n.a.

Published by

SaleCycle

Publication date

July 2016

Original source

salecycle.com

Website URL

visit the website

Notes: n.a.

Back to statistic

74

References

Preferred payment methods of online shoppers in Latin America as of 4th quarter 2015 Latin America preferred online retail payment methods 2015 Source and methodology information Source(s)

Nielsen

Conducted by

Nielsen

Survey period

4th quarter 2015

Region(s)

Central and South America

Number of respondents

n.a.

Age group

n.a.

Special characteristics

purchases in the past 6 months

Published by

Nielsen

Publication date

January 2016

Original source

nielsen.com

Website URL

visit the website

Notes: Multiple answers were possible.

Back to statistic

75

References

Mobile shopping penetration worldwide as of March 2016, by region Global mobile commerce penetration 2016, by region Source and methodology information Source(s)

Nielsen

Conducted by

Nielsen

Survey period

March 1 to 23, 2016

Region(s)

Worldwide

Number of respondents

30,000

Age group

n.a.

Special characteristics

mobile connected device owners

Published by

Nielsen

Publication date

October 2016

Original source

nielsen.com

Website URL

visit the website

Notes: n.a.

Back to statistic

76

References

Share of mobile users who pay for in-app purchases worldwide as of May 2016, by region In-app purchase rate among mobile users worldwide 2016, by region Source and methodology information Source(s)

AppsFlyer; Quartz

Conducted by

AppsFlyer

Survey period

April to May 2016

Region(s)

Worldwide

Number of respondents

n.a.

Age group

n.a.

Special characteristics

mobile users

Published by

AppsFlyer; Quartz

Publication date

June 2016

Original source

qz.com

Website URL

visit the website

Notes: Data is based on 1,000 apps that have in-app purchase activity with over 100 million unique users and over 30 million measured purchase events.

Back to statistic

77

References

Mobile buyer penetration in selected countries in Latin America as of July 2016, by device Latin America: mobile buyer penetration 2016, by country & device Source and methodology information Source(s)

eMarketer; Tecnocom; Analistas Financieros Internacionales

Conducted by

Tecnocom; Analistas Financieros Internacionales

Survey period

July 2016

Region(s)

Central and South America, Mexico

Number of respondents

n.a.

Age group

18 years and older

Special characteristics

n.a.

Published by

eMarketer; Website (emstatic.com)

Publication date

November 2016

Original source

emstatic.com

Website URL

visit the website

Notes: n.a.

Back to statistic

78

References

Most popular mobile shopping activities worldwide as of March 2016, by region Most popular mobile retail activities in selected global regions 2016 Source and methodology information Source(s)

Nielsen

Conducted by

Nielsen

Survey period

March 1 to 23, 2016

Region(s)

Worldwide

Number of respondents

30,000

Age group

n.a.

Special characteristics

n.a.

Published by

Nielsen

Publication date

October 2016

Original source

nielsen.com

Website URL

visit the website

Notes: n.a.

Back to statistic

79

References

Average retail e-commerce revenue per user in Brazil from 2017 to 2023 (in U.S. dollars) Retail e-commerce ARPU in Brazil 2017-2023 Source and methodology information Source(s)

Statista

Conducted by

Statista

Survey period

2019

Region(s)

n.a.

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

Statista

Publication date

August 2019

Original source

Digital Market Outlook

Website URL

visit the website

Notes: The e-commerce market includes the sale of physical goods via a digital channel to a private end user (B2C). This comprises purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The main sales channels are cross-brand online mail order companies and the online shops of individual companies. All monetary figures refer to the annual gross revenue and do not factor in shipping costs. The exact definition of the eCommerce market can be found here

Back to statistic

80

References

Most popular retail e-commerce categories in Brazil in 2018, by revenue share Brazil: retail e-commerce category revenue share 2018 Source and methodology information Source(s)

Ebit

Conducted by

Ebit

Survey period

2018

Region(s)

Brazil

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

Ebit

Publication date

March 2019

Original source

Webshoppers 39th Edition, page 26

Website URL

visit the website

Notes: n.a.

Back to statistic

81

References

Leading e-commerce retailers in Brazil in 2017, by Net Promoter Score (NPS) Brazil: leading e-commerce retailers 2017, by Net Promoter Score Source and methodology information Source(s)

Opinion Box; Net Promoter Score; NetSol; Tracksale

Conducted by

Opinion Box; Net Promoter Score; Tracksale

Survey period

2017

Region(s)

Brazil

Number of respondents

1,848 customers

Age group

n.a.

Special characteristics

n.a.

Published by

NetSol

Publication date

April 2017

Original source

netsol.com.br

Website URL

visit the website

Notes: The source does not provide the exact date for data collection.

Back to statistic

82

References

Which of these types of online shops have you bought something from in the past 12 months? Popular types of online shops in Brazil 2017 Source and methodology information Source(s)

Statista Global Consumer Survey

Conducted by

Statista

Survey period

Dec 11 to Dec 18, 2017

Region(s)

Brazil

Number of respondents

1,041

Age group

18 to 64 years

Special characteristics

n.a.

Published by

Statista

Publication date

April 2018

Original source

statista.com

Website URL

visit the website

Notes: Multiple answers were possible.

Back to statistic

83

References

Distribution of online shoppers in Brazil in 2017, by region Brazil: online shoppers in 2017, by region Source and methodology information Source(s)

Ebit; UOL

Conducted by

Ebit

Survey period

2017

Region(s)

Brazil

Number of respondents

n.a.

Age group

n.a.

Special characteristics

Based on delivery address

Published by

UOL

Publication date

March 2018

Original source

uol.com.br

Website URL

visit the website

Notes: n.a.

Back to statistic

84

References

Annual retail e-commerce sales growth in Mexico from 2017 to 2022 Mexico: retail e-commerce sales growth 2017-2022 Source and methodology information Source(s)

Statista; Statista Digital Market Outlook

Conducted by

Statista Digital Market Outlook

Survey period

2017

Region(s)

Mexico

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

Statista

Publication date

June 2018

Original source

Statista Digital Market Outlook

Website URL

visit the website

Notes: * Forecasts. The eCommerce market encompasses the sale of physical goods via a digital channel to a private end user (B2C). Incorporated in this definition are purchases via desktop computer (including notebooks and laptops) as well as purchases via mobile devices such as smartphones and tablets. The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets nor digital purchase or resale of used, defective or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

Back to statistic

85

References

Share of online shoppers buying products from selected categories online in Mexico in 2018 Mexico: share of online shoppers 2018, by categories Source and methodology information Source(s)

The Cocktail

Conducted by

The Cocktail

Survey period

April 27 to May 3, 2018

Region(s)

Mexico

Number of respondents

1,017 internet users

Age group

18-55 years

Special characteristics

n.a.

Published by

The Cocktail

Publication date

January 2019

Original source

Retos del eCommerce México 2018, page 16

Website URL

visit the website

Notes: n.a.

Back to statistic

86

References

Leading e-retailers in Mexico in 2017, by sales revenue (in million U.S. dollars) Mexico: leading e-retailers 2017, by sales revenue Source and methodology information Source(s)

Expansión; Euromonitor

Conducted by

Euromonitor

Survey period

2017

Region(s)

North America, Mexico

Number of respondents

n.a.

Age group

n.a.

Special characteristics

n.a.

Published by

Expansión

Publication date

December 2017

Original source

expansion.mx

Website URL

visit the website

Notes: n.a.

Back to statistic

87

References

Payment methods used in online shopping in Mexico in 2018 Mexico: payment methods used in online shopping 2018 Source and methodology information Source(s)

The Cocktail

Conducted by

The Cocktail

Survey period

April 27 to May 3, 2018

Region(s)

Mexico

Number of respondents

1,017 internet users

Age group

18-55 years

Special characteristics

n.a.

Published by

The Cocktail

Publication date

January 2019

Original source

Retos del eCommerce México 2018, page 24

Website URL

visit the website

Notes: * Payment app offered by Mercado Libre.

Back to statistic

88

References

Regions where Mexican online shoppers bought products online in 2018 Mexico: regions where online shoppers bought products online 2018 Source and methodology information Source(s)

AMIPCI

Conducted by

AMIPCI

Survey period

November 2018

Region(s)

Mexico

Number of respondents

1,873

Age group

18 years and older

Special characteristics

n.a.

Published by

AMIPCI

Publication date

December 2018

Original source

Estudio Comercio Electrónico en México 2018, page 18

Website URL

visit the website

Notes: n.a.

Back to statistic

89

References