Market Research Logo

Latin America B2C E-Commerce Market 2018

Latin America B2C E-Commerce Market 2018

Online Retail in Latin America set for growth

Online retail sales volume in Latin America lags the phenomenal growth seen in North America, Europe and Asia, yet there are indications that the region may be set for rapid growth. yStats.com CEO Yücel Yelken notes that “Latin America is influenced by Global E-Commerce trends such as mobile shopping and payments as well as cross-border purchases.” More details are revealed in yStats.com’s newest report “Latin America B2C E-Commerce Market 2018”.

Brazil leads the region in B2C E-Commerce

Brazil is the regional leader in online retail sales volume and is expected to see continued growth. Purchases through mobile devices accounted for about a third of total online transactions in 2017, and the yStats.com report discloses that smartphones are used more often for online shopping research than purchases. The items frequently purchased online in Brazil through mobile include clothing, food and electronics.

M-commerce well accepted in Latin America.

Thanks to burgeoning smartphone penetration, mobile commerce has seen growth rates in the double digits in some nations of the including Argentina, where smartphone app for MercadoLibre is the most used shopping app. In Columbia and Mexico, smartphones are used to connect to the Internet at a rate nearly twice that of laptop Internet connection. Though M-commerce has recently propelled online shopping, surveys cited in the yStats.com report show that factors such as security concerns and delivery issues restrain more rapid adoption of B2C E-Commerce in Latin America.


1. Management Summary
2. Overview & International Comparisons
Breakdown of Global Retail E-Commerce Sales by Regions, incl. Latin America, in %, 2017
B2C E-Commerce Sales, by Desktop, Mobile and Total, in USD billion, and CAGR, in %, 2017 - 2022f
Breakdown of Retail E-Commerce Sales in Latin America by Country, in %, 2017
B2C E-Commerce Sales in Selected Countries in Latin America, in USD billion, 2017 & 2020f, and CAGR, in %, 2017-2020f
E-Commerce Penetration in Selected Countries in Latin America, in % Total Retail Sales, 2018f
Year-on-Year E-Commerce Sales Growth in Selected Countries in Latin America, in %, 2017 vs. 2016 and 2018f vs. 2017
Online Travel Sales, by Argentina, Mexico, Brazil, Other Countries of Latin America, in USD billion, and CAGR, in %, 2016 - 2021f
Online Shopper Penetration, in % of Internet Users, by Region, 2017e
Share of Transactions Conducted via Mobile, in % Online Transactions, by Region, Q2 2018
Mobile Payment User Penetration, in % of Internet Users, by Regions and China, Q4 2015 & Q2 2017
Breakdown of E-Commerce Transactions by Channel/ Device, in %, Q4 2017
Cross-Border Online Shopper Penetration, by Selected Countries, in % of Online Shoppers, May 2018
Use of Second Factor Authentication Systems in E-Commerce, incl. Methods Used and Attitude, in % of Banked Online Shoppers, by Selected Countries, 2017
Top 10 B2C E-Commerce Sites, by Unique Visitors, in millions, May 2018
3. Brazil
3.1. Overview
B2C E-Commerce Market Overview, October 2018
3.2. Trends
Breakdown of E-Commerce Transaction Volume, by Device Used, in % Transactions, February 2017
M-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f
M-Commerce Sales, in BRL million, Average M-Commerce Order Value, in BRL, and Number of Purchases, in millions, Q1 2017 & Q1 2018
B2C E-Commerce Conversion Rate, in %, by Computer and Mobile, 2017
Product Categories Purchased via Mobile, in % of Mobile Shoppers, March 2018
Cross-Border Online Spending, in USD billion, and Year-on-Year Change, in %, 2014 - 2017
Cross-Border Online Shopper Penetration, in % of Internet Users in Brazil, October 2017
Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Brazil, 2016 & 2017
Breakdown of Frequency of Webrooming and Showrooming, in % of Online Shoppers, 2017
3.3. Sales & Shares
B2C E-Commerce Sales, in BRL billion, and Year-on-Year Change, in %, 2011 – 2018e
B2C E-Commerce Sales Forecasts, by 4 Comparative Estimates, in BRL billion and in USD billion, and CAGR, in %, 2015 - 2022f
E-Commerce Share of Retail Sales, in %, 2018f
E-Commerce Share of Total Retail Sales, in %, 2018e & 2022f
3.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2017 & 2022f
Number of Online Shoppers, in millions, and Year-on-Year Change, in %, 2013 - 2017
3.5. Products
Product Categories Purchased Online, in % of Online Shoppers, May 2018
Top 10 B2C E-Commerce Product Categories by Share of Number of Purchases and Value of Sales, in %, 2017
Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2016 – 2021f
3.6. Payment
Payment Methods Preferred in E-Commerce, in % of Online Shoppers, May 2018
Share of Top 10 B2C E-Commerce Payment Methods of Orders Placed and Approved Orders, in %, and Approval Rate by Payment Method, in %, 2017
Breakdown of Payment Methods Used in M-Commerce, in % of Mobile Shoppers, August 2018
3.7. Delivery
Share of Online Purchases Made With Free Shipping, by Market Average and Top 10 Online Retailers, in %, Q2 2016 – Q2 2018
Logistics Services Used, in % of Online Retailers, 2015 & 2017e
Top 10 Factors Influencing Where to Make an Online Purchase, incl. Delivery-Related, in % of Online Shoppers, May 2018
3.8. Players
Top 10 B2C E-Commerce Sites, by Unique Visitors, in millions, May 2018
E-Commerce Apps or Websites Most Used for Mobile Shopping, in % of Mobile Shoppers, March 2017 & March 2018
Top 15 E-Commerce Retailers, by Revenues, incl. E-Comm. Websites, Company Type, Category, E-Commerce Revenues, in BRL million, Growth, in %, and E-Commerce Share of Revenues, in %, 2016
4. Argentina
4.1. Overview
B2C E-Commerce Overview and International Comparisons, October 2018
4.2. Trends
M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2017 - 2022f
Breakdown of Devices Used in Last Online Purchase, in % of Online Shoppers, 2016 & 2017
Cross-Border Online Shopper Penetration, in %, May 2018
Top 3 Product Categories Purchased Cross-Border, in % Cross-Border Online Shoppers, May 2018
4.3. Sales & Shares
Retail E-Commerce Sales, in ARS billion, by B2C and C2C, 2014 - 2017
Retail E-Commerce Sales, in ARS billion, 2008 - 2017
B2C E-Commerce Share of Total Retail Sales, in %, 2017
4.4. Users & Shoppers
Information Technology Penetration, by Internet, Computer and Mobile Phone, in % of Individuals, by Age Group, Q4 2016 & Q4 2017
Online Shopper Penetration, in % of Internet Users, in %, 2008 - 2017
Breakdown of Frequency of Shopping Online, in % of Online Shoppers, 2016 & 2017
Top 5 Motivations to Purchase Online, in % of Online Shoppers, 2017
Perceived Disadvantages of Online Shopping, in % of Online Shoppers, 2016 & 2017
4.5. Products
B2C E-Commerce Sales by Product Categories, in ARS billion, 2014 - 2017
4.6. Payment
Breakdown of E-Commerce Sales by Payment Methods, in %, 2016 & 2017
4.7. Delivery
Breakdown of Delivery Methods Used in E-Commerce, in % Deliveries, 2016 & 2017
Breakdown of E-Commerce Shipments, by Delivery Time, in %, 2016 & 2017
4.8. Players
Top 10 E-Commerce Websites/Apps Ranked by Number of Orders Received, February 2018
Top 4 E-Commerce Websites, incl. Total Website Visits on Desktop and Mobile, in millions, Argentina’s Share of Total Visits on Desktop, in %, September 2018
5. Mexico
5.1. Overview
B2C E-Commerce Market Overview, October 2018
5.2. Trends
Number of Internet Users by Device Used to Access the Internet, in millions, and Penetration, in % of Internet Users, May 2016 & May 2017
Product Categories Purchased Online by Device, in % of Online Shoppers, August 2017
M-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f
Transactions Conducted via Mobile App, in % of Mobile Device Owners, August 2017
Omnichannel Shopping Behavior, in % of Internet Users, July 2018
Cross-Border Online Shopper Penetration, in % of Online Shoppers in Mexico, 2016 & 2017
Top Countries/Regions for Cross-Border Online Purchases, in % of Cross-Border Online Shoppers in Mexico, 2016 & 2017
Breakdown of Online Shoppers by Cross-Border and Domestic Shoppers, in %, May 2017
5.3. Sales & Shares
B2C E-Commerce Sales, in MXN billion, 2016 – 2018f & 2020f
B2C E-Commerce Share of Total Retail Sales, in %, 2018f
5.4. Users & Shoppers
Number of Internet Users, in millions, and Penetration, in % of Individuals, 2011 - 2017
Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, May 2015 – May 2017
Online Shopper Penetration, in % of Internet Users, July 2018
Top 3 Reasons for Shopping Online, in % of Online Shoppers, December 2016 & July 2018
Top 3 Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, December 2016 & July 2018
5.5. Products
Product Categories Purchased Online, in % of Online Shoppers, May 2017
Product Categories Purchased Online, in % of Online Shoppers, and Average Quarterly Online Spending per Category, in MXN, 2016 & 2017
5.6. Payment
Online Payment Methods Used in E-Commerce, by Device Used, in % of Online Shoppers, August 2017
Offline Payment Methods Used in E-Commerce, by Device Used, in % of Online Shoppers, August 2017
5.7. Delivery
Actions Taken by Online Shoppers to Qualify for Free Shipping, in % of Online Shoppers, Q3 2017
5.8. Players
Top 10 E-Commerce Sites, by Unique Visitors, in millions, May 2018
6. Colombia
6.1. Overview
B2C E-Commerce Overview and International Comparisons, October 2018
6.2. Trends
Devices Used to Access the Internet, in % of Internet Users, July 2017
Breakdown of Devices Used in E-Commerce, in % of Online Purchases, 2017
6.3. Sales & Shares
B2C E-Commerce Sales, in COP trillion, 2016 & 2017
E-Commerce Share of Retail Sales, in %, 2017
6.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2016 & 2017
Breakdown of Online Shoppers, by Age Group and Gender, in %, July 2017
Online Activities Performed at Least Weekly, by Smartphone and Desktop/ Laptop, in % of Internet Users, April 2017
6.5. Products
B2C E-Commerce Sales by Product Categories, in COP billion, 2016 – 2018f & 2022f
6.6. Payment
Breakdown of Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016 & 2017
Breakdown of E-Commerce Card Payment Transactions, by Credit Card and Debit Card, in %, 2016 & 2017
6.7. Delivery
Top Reasons for Not Shopping Online, incl. Delivery-Related, in % of Internet Users Who Do Not Shop Online, 2017
6.8. Players
Top 20 E-Commerce Websites/Apps Ranked by Number of Orders Received, H1 2017

Download our eBook: How to Succeed Using Market Research

Learn how to effectively navigate the market research process to help guide your organization on the journey to success.

Download eBook

Share this report