Ok, so we know that digital ad spend is set to grow by 114% in Argentina between 2015 and 2018. Digital ad spend will spike by 73% in Mexico between now and 2018 and go up by 49% in Brazil by 2018.
We also know that B2C e-commerce sales in Latin America went up by 22% in 2014 and will grow by nearly 14% in 2015.
So digital marketers and agencies should be well attuned to what Latin Americans are buying online. Of course, data that covers the whole region is tricky to compile since e-commerce development varies greatly from country to country in Latam. But we were able to discover which products are flying off e-commerce shelves in most of the larger Latin American markets.
The Cámara Argentina de Comercio Electrónico (Argentine Chamber of E-Commerce) indicates that e-commerce sales in Argentina reached a total of 40.1 billion Argentine pesos (US$4.5 billion) in 2014.
What Argentines bought the most online in 2014 were travel products like tickets and hotel reservations: they spent more than US$1 billion on these and travel products made up more than 27% of total e-commerce sales.
Other top e-commerce products purchased in Argentina in 2014 include:
- Electronic equipment and accessories (12.5% of total sales)
- Food, drink and cleaning supplies (6.9%)
- Appliances (5.3%)
- Clothes (4.2%)
- Tickets to shows and events (3.7%)
- Home furnishings (3%)
- Office supplies (2.3%)
- Sporting goods (2.2%)
- Auto and motorcycle accessories (2.1%)
- Toys and games (1.6%)
- Clothes and accessories for babies (1.5%)
- Other (includes properties and vehicles) 27%
The 2015 Webshoppers report from ebit indicates that Brazil posted R$35.8 billion (US$11.4 billion) in e-commerce sales in 2014. As such, e-commerce sales in Brazil went up 24% in 2014. More than 51 Brazilians made an online purchase in 2014 and generated a total of more than 103 million orders. Nearly 10% of e-commerce sales in 2014 in Brazil were made with mobile devices, mostly through smartphones. In 2014 6 of every 10 m-commerce shoppers in Brazil were classes A or B.
Top products sold via e-commerce in Brazil in 2014 include:
- Fashion and accessories (17% of total sales)
- Cosmetics, perfume and personal care (15%)
- Appliances (12%)
- Mobile phones and phone products (8%)
- Books and magazine subscriptions (8%)
- Computer products (7%)
- Home furnishings (7%)
- Electronics (6%)
- Sporting goods (4%)
- Toys and Games (3%)
The Cámara de Comercio de Santiago (Santiago Chamber of Commerce) estimates that e-commerce sales in Chile would exceed US$2 billion in 2014, an increase of around 20% compared to 2013, in which total e-commerce sales in Chile were nearly US$1.6 billion. The most recent data we could find about the products that Chileans buy most online comes from a GfK study that covered e-commerce purchases in Chile during the first half of 2014. According to GfK’s results, the top products purchased by Chileans via e-commerce were:
- Cell phones
- Television sets
- Washing machines
A report from the firm PayU indicates that e-commerce grew by more than 41% in Colombia in 2014 to reach total sales of more than US$3.5 billion. It’s important to note that these are estimates from a private firm that reportedly reaches more than 80% of the market, as opposed to an independent study such as the one by e-bit or the CACE in Argentina. That said, PayU’s results are in line with projections from the Cámara Colombiana de Comercio Electrónico (Colombian Chamber of E-Commerce), which has yet to issue a report for 2014 e-commerce activity for the country. According to PayU’s results, the products that Colombians bought the most via e-commerce in 2014 were:
- Airline tickets and hotel reservations
- Electronic products
- Clothes and shoes
A 2013 study from The Cocktail Analysis identified differences in products between 3 groups they designated: sophisticated shoppers, advanced shoppers and entry point shoppers. However, when The Cocktail Analysis aggregated the results to show which products registered the most purchases relative to the total of all online shoppers in Colombia, the following products stood out:
- Electronics and computer products
- Travel products
As can be observed, these are similar results to those from PayU.
According to the Asociación Mexicana de Internet (The Mexican Internet Association or AMIPCI) e-commerce sales in Mexico totaled more than 150 billion pesos ($US9.6 billion) and increased by 24% compared to 2013. AMIPCI has not yet released its 2014 Mexico e-commerce report, so the list of hot e-commerce products for Mexico comes from the 2013 report:
- Plane or bus tickets
- Music and movies
- Tickets to shows
- Hotel reservations
These results are fairly consistent with previous AMIPCI results on e-commerce in Mexico, suggesting that the hot e-commerce products in 2014 should not be that different.
While data for e-commerce sales in Uruguay doesn’t seem to be readily available, a small 2014 study by Agencia de Gobierno Electrónico y Sociedad de la Information (Electronic Government Agency and Information Society or AGESIC) surveyed more than 1,000 e-commerce shoppers in Uruguay to find out what they most bought online:
- Hotel/restaurant reservations
- Cell phones and accessories
- Home furnishing
- Service payments
- PC accessories