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The Hottest Markets in Latam E-Commerce

This post is also available in: Spanish

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:

>>>Brazil: $11.5 billion in e-commerce sales in 2011, up 45% from 2010. Forrester’s research projects e-commerce sales will top $22 billion by 2016, a 178% increase from 2010.

>>>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.

>>>Argentina: E-commerce grew by nearly 50% in 2010 and is projected to grow by another 43% in 2011.

>>>Colombia: E-commerce grew by only 13% in 2009 but is expected to grow by 100% between 2011 and 2012 to become a $2 billion market.

>>>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.

Brazil
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

Mexico
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:
#1 Computers
#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.

Argentina
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
#3 Books
#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
#9 Food
#10 Toys & games

To learn more about how we can help you reach Latin American shoppers all over the region or in specific countries, contact us at info@usmediaconsulting.com.

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