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While the overall picture of Latin American e-commerce is encouraging, certain markets clearly show more surge than others. Here’s a breakdown of the big-money markets in Latin American online shopping:
>>>Mexico: E-commerce grew by 25% in 2009, by 31% in 2010 and is projected to reach $3.4 billion in 2016, a 209% increase from 2010.
>>>Chile: Its e-commerce volume was $550 million in 2010 but per person, e-commerce sales in Chile total $152 per person, more than in the United States ($44 per person).
Who’s Buying What
The data is still fairly limited on what Latin Americans are buying overall, and it’s even harder to find out the favorite products of online shoppers in different countries. However, we were able to discover surveys that cover 3 of the biggest e-commerce markets in Latin America.
According to a survey done in 2010 by the research firm e-bit, for Brazilian online shoppers the most popular products are:
#1 Home appliances
#2 Books/magazine & newspaper subscriptions
#3 Health/beauty/medicine products
#4 Computer products
#5 Consumer electronics
A 2010 e-commerce study done by the Asociación Mexicana de Internet and Visa revealed that the retail products that Mexican online shoppers buy the most are:
#2 Cell phones
#3 Consumer electronics
#4 Clothes and accessories
#5 Video games and game consoles
However, an article by Daniel Latev from the consumer research firm Euromonitor International states that in Mexico, tourism-related products account for 3 times as many online sales as retail products. No specific study data was cited, but the implication appears to be that Mexicans shop more online for plane tickets and hotels than for retail products.
A 2010 survey by TGI Net of IBOPE Media indicated that the most popular retail products for online shoppers in Argentina are:
#1 personal technology, i.e. digital cameras, MP3 players and portable video game consoles
#2 Cell phones
#4 Tickets to events (concerts, etc.)
#5 Home technology, which means TVs, DVD players and video game consoles
#6 Computer hardware
#7 Clothes and jewelry
#8 Airline tickets
#10 Toys & games