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E-commerce is clearly growing stronger in Latin America. A recent survey of Internet users in Latin America shows that 59% report buying products online in the past year.
Research firm Tendencias Digitales did the survey, which included 18,000 Latin American Internet users in 13 countries. It’s important to note that the survey did not include Brazil, which research indicates is the top Latin American country for e-commerce. However, the survey did research the habits of Internet users in large markets such as Argentina, Mexico, Chile and Colombia.
The chart below breaks down the percentage of Internet users in each country that reported buying a product online in the past year. Argentina is clearly the leader at 71%, tied by Chile.
While this is just one survey, the results show some interesting parallels with other research into e-commerce in Latin America. For instance, Argentina’s e-commerce market spiked by 50% in 2011, while the head of Colombia’s Chamber of E-Commerce projects 100% growth for 2012. In Mexico, research from the Asociación Mexicana de Internet (AMIPCI) indicated that 8 out of 10 Mexican Internet users had made an online purchase. AMIPCI also projects a 28% increase in e-commerce in Mexico in 2012.
Beyond these 3 countries, other Latam markets are showing strong e-commerce growth. This may be why eMarketer estimates $15.2 million in e-commerce sales for all of Latin America (except Brazil) in 2012 and then a powerful jump to $28 billion in sales by 2015.
What are these Latam shoppers buying online? Well, the Tendencias Digitales survey suggests that these are the hot products:
- Tickets for entertainment or travel
- Computer accessories
To learn more about how we can help you reach Latin American shoppers all over the region or in specific countries, contact us at firstname.lastname@example.org.