Argentina Social Commerce Market Intelligence and Future Growth Dynamics - 50+ KPIs on Social Commerce Trends by End-Use Sectors, Operational KPIs, Retail Product Dynamics, and Consumer Demographics - 2025 Update

According to PayNXT360, social commerce market in Argentina is expected to grow by 29.8% on annual basis to reach US$3,110.6 million in 2025.

The social commerce market in the country experienced robust growth during 2021-2024, achieving a CAGR of 43.9%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 17.6% during 2025-2030. By the end of 2030, the social commerce sector is projected to expand from its 2024 value of USD 2,397.3 million to approximately USD 6,991.8 million.

This report provides a detailed data-centric analysis of the social commerce sector in Argentina, covering market opportunities and risks across a range of retail categories. With over 50+ KPIs at the country level, this report provides a comprehensive understanding of social commerce market dynamics, market size and forecast, and market share statistics.

It breaks down market opportunities in the social commerce sector by type of domestic vs cross-border, type of social platform, type of payment method, business model, end-use consumer segment, and type of city. In addition, it provides a snapshot of consumer behaviour and retail spending dynamics. KPIs in both value and volume terms help in getting an in-depth understanding of end market dynamics.

PayNXT360’s research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.

Key Insights

Argentina's social commerce market is evolving rapidly, with influencer marketing, SME adoption, and live shopping emerging as key trends over the past 12 months. Shifts in consumer behavior, technological innovation, and the increased role of mobile-first platforms drive these trends. Over the next 2-4 years, these trends are expected to intensify, offering significant opportunities for businesses that can leverage social platforms effectively to engage consumers.

Rise of Influencer-Led Social Commerce

• Influencer-driven product marketing on platforms such as Instagram, TikTok, and YouTube has surged in Argentina over the last year. Many influencers collaborate with brands to offer exclusive promotions, driving direct purchases through social platforms.
• The increased credibility of influencers with niche audiences is pushing more brands to invest in influencer partnerships. The popularity of short-form video content, particularly on TikTok, has boosted product discovery and engagement in younger demographics.
• This trend will likely grow as influencer networks become more sophisticated. We can expect stronger integration between influencer content and in-platform purchasing features.

Expansion of Small Businesses on Social Media Platforms

• Many small and medium enterprises (SMEs) use platforms such as WhatsApp Business, Instagram Shops, and Facebook Marketplace to engage directly with customers and make sales.
• The ease of setting up a digital storefront and rising costs in traditional e-commerce platforms encourage SMEs to embrace social media commerce. Personalized interactions and real-time communication via messaging apps have enhanced customer experiences.
• As more SMEs adopt social commerce strategies, competition will intensify. Social media platforms are expected to introduce additional business-friendly features, including AI-driven customer support and inventory management solutions.

Increased Adoption of Live Shopping Events

• Live shopping events have gained traction in Argentina, especially during product launches and seasonal promotions. Brands organize real-time product demonstrations and flash sales via Instagram Live and Facebook Live.
• Consumers are increasingly looking for interactive and authentic shopping experiences. Promoted by influencers or brand ambassadors, live shopping events provide immediacy and a sense of urgency that encourages impulse purchases.
• This trend is likely to intensify as consumers seek more immersive shopping experiences. Brands must invest in high-quality live-streaming technologies and exclusive product releases to maximize engagement.

Growth in Mobile-First Social Commerce

• Mobile commerce now dominates online shopping behavior in Argentina, with users relying on social apps to browse and purchase products directly.
• The rise in smartphone penetration and improved 4G/5G networks have made mobile shopping more accessible. Apps like TikTok and Instagram have integrated native shopping features, simplifying the customer journey from product discovery to checkout.
• This trend will likely grow continuously as mobile-first consumers demand faster, more intuitive shopping interfaces. Platforms will innovate with augmented reality (AR) features and advanced payment integrations to enhance mobile commerce experiences.

Growing Use of Social Commerce for Product Reviews and Recommendations

• Argentine consumers increasingly rely on social media for product reviews and recommendations before purchasing. Peer reviews and testimonials on Instagram Stories and WhatsApp groups significantly influence purchasing behavior.
• Consumers' distrust of traditional advertising has led them to seek more authentic peer feedback. Social platforms encourage this trend by highlighting user-generated content, including product ratings and unboxing videos.
• Expect a deeper integration of review and recommendation systems into social platforms. Businesses may incentivize customers to share authentic experiences through loyalty programs and review-based promotions.

Adoption of Chatbots and AI-Driven Customer Support

• Many businesses in Argentina now use chatbots and AI tools on platforms such as WhatsApp and Facebook Messenger to handle customer inquiries and streamline sales processes.
• This trend has been driven by the need for 24/7 customer support and quicker response times. AI-driven solutions offer cost-effective ways to provide real-time assistance, reducing cart abandonment rates and improving customer satisfaction.
• AI and chatbot adoption is expected to increase, with enhanced capabilities such as multilingual support, personalized recommendations, and conversational commerce features becoming standard offerings.

Competitive Landscape of Social Commerce in Argentina

Over the next 2-4 years, established players like MercadoLibre are expected to deepen their investments in AI and machine learning technologies to enhance user experience and operational efficiency. Regulatory changes under the ""Ley Bases"" will likely foster increased market competition, allowing new domestic and international players to enter the social commerce landscape. This expansion will lead to broader consumer offerings and business models.
The integration of cutting-edge technologies, such as AI-driven customer support and personalized shopping experiences, will become more prevalent, boosting competitiveness in the sector. Businesses prioritizing innovation and regulatory compliance will likely thrive in this evolving environment. The continued digital transformation of Argentina's social commerce market will redefine how consumers interact with brands and shop online.

Current State of Social Commerce

• Argentina's social commerce sector is experiencing significant growth, driven by increased internet penetration and smartphone usage. The market is characterized by a blend of established e-commerce platforms and emerging players leveraging social media channels to reach consumers.

Key Players and New Entrants

• MercadoLibre: As the dominant e-commerce platform in Latin America, MercadoLibre has expanded its services to include social commerce features, integrating social media interactions with its marketplace. The company has also ventured into fintech through Mercado Pago, enhancing payment solutions for online transactions.
• Carrefour Argentina: A significant player in the e-commerce space, Carrefour has been enhancing its online presence and exploring social commerce avenues to engage with consumers directly through social media platforms.
• Adidas: The global sportswear brand has a notable e-commerce presence in Argentina and utilizes social media channels for marketing and direct sales, contributing to the social commerce ecosystem.
• Frávega and Musimundo: These local retailers have strengthened their online platforms and are increasingly incorporating social media strategies to drive sales and customer engagement.

Recent Partnerships, Mergers, and Acquisitions

• MercadoLibre has been expanding its fintech services, including offering loans to sellers and integrating advanced technologies such as artificial intelligence to enhance its platform's capabilities.
• MercadoLibre filed a complaint against MODO, a digital wallet backed by local banks, alleging anti-competitive practices. This highlights the competitive tensions in Argentina's fintech and social commerce sectors.

Regulatory Changes

• In June 2024, the Argentine Congress passed Law No. 27,742, known as the ""Ley Bases,"" aiming to deregulate various sectors, including trade and services. This law simplifies procedures, reduces bureaucratic obstacles, and promotes entrepreneurial freedom, potentially benefiting social commerce activities.
• In early 2025, new regulations were introduced concerning the display of prices for goods and services offered to consumers. These changes aim to enhance transparency and consumer protection in e-commerce and social commerce.

Outlook

• Established players like MercadoLibre are expected to keep expanding their services and integrating more sophisticated technologies, such as artificial intelligence and machine learning, to improve user experience and operational efficiency.
• The deregulation efforts under the ""Ley Bases"" will likely lower entry barriers, encouraging new domestic and international players to enter the social commerce market. This may result in heightened competition and a wider variety of consumer options.
•Adopting innovative technologies, including AI-driven customer support and personalized shopping experiences, is expected to become more prevalent, enhancing the competitiveness of platforms operating in the social commerce space.