Market Research Logo

Latin America B2C E-Commerce Market 2016

Latin America B2C E-Commerce Market 2016

Smaller markets in Latin America outperform Brazil in B2C E-Commerce growth

Latin America’s B2C E-Commerce market is one of the smallest worldwide in terms of sales, the new report by yStats.com reveals. Online retail is only starting to evolve across this region and accounted for a tiny share of overall retail sales in 2015. This signals a great potential for further development. In the near future, B2C E-Commerce sales in Latin America are predicted to maintain strong double-digit growth rates, spurred by Internet access, financial services and online shopper penetration rising across the region. Both local and international E-Commerce companies are competing for a larger share of this growing market, with Amazon launching full operations in Mexico in 2015 and Argentina-based marketplace operator MercadoLibre scoring high by number of website visitors in almost every major market of the region.

Brazil is Latin America’s leader in B2C E-Commerce sales, with multiple sources cited in yStats.com’s report ranking it high above other countries in terms of sales, number of online shoppers and online spending per shopper. However, even in Brazil online retail accounted for less than 5% of total retail sales in 2015 and is not expected to break this threshold in the next few years.

Argentina and Mexico are predicted to overtake Brazil in B2C E-Commerce sales growth. In 2015, Argentina was already the region’s strongest performer in terms of growth rate, with online retail rising by a high double-digit percentage share. Meanwhile, Mexico was ahead of other countries in Latin America in the adoption of major market trends including M-Commerce and cross-border online shopping, according to the findings revealed in yStats.com’s report.

Furthermore, Chile had the highest Internet and online shopper penetration in higher-income population groups in Latin America last year, though showing a significant discrepancy between rural and urban regions in online retail development. In Colombia, on the contrary, online shopper penetration among Internet users was very low, in the single-digit range, but improving. Another market to watch is Peru. Though currently accounting for less than 1% of the country’s total retail sales, B2C E-Commerce in Peru is likely to be spurred by the rising Internet penetration and a program for financial inclusion launched by the government in 2015.


1. Management Summary
2. Regional
Breakdown of Global B2C E-Commerce Sales, by Regions, incl. Latin America, in %, 2014 & 2019f
B2C E-Commerce Share of Total Retail Sales, by Global Regions, incl. Latin America, in %, 2015e
B2C E-Commerce Sales, by Comparative Estimates, in USD billion, and CAGR, in %, 2013 - 2019f
B2C E-Commerce Sales, in USD billion, and in % Year-on-Year Change, by Argentina, Brazil, Mexico, and Regional, 2014 - 2019f
B2C E-Commerce Sales, in USD billion, and CAGR, in %, by Argentina, Brazil and Mexico, 2014 & 2019f
B2C E-Commerce Sales CAGR, in %, by Argentina, Brazil, Mexico and Rest of Latin America, 2013-2018f
B2C E-Commerce Share of Total Retail, in %, by Argentina, Brazil, Mexico, and Regional, 2014-2019f
Internet Penetration, by Argentina, Brazil, Chile, Colombia, Cuba, Dominican Republic, Ecuador, Mexico, Peru, Venezuela, in % of Individuals, 2014
Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, by Argentina, Brazil, Mexico and Regional, 2014 - 2019f
Online Shopper Penetration on Banked and Unbanked Population with Internet Access, in %, by Brazil, Chile, Colombia, Mexico, Peru and Dominican Republic, 2013 & 2014
Online Shopper Penetration, in % of Internet Users in Higher-Income Groups, by Argentina, Brazil, Chile, Colombia, Mexico, Peru, 2012, 2015 & 2018f
Online Spending per Online Shopper, in USD, by Argentina, Brazil, Chile, Colombia, Mexico, Peru, 2014 & 2015
Product Categories Most Purchased Online, by Rank, by Argentina, Brazil, Chile, Colombia, Mexico, Peru, January 2015
Payment Methods Most Used in Online Shopping, by Selected Countries and Total, in % of Online Shoppers, 2014
Major Reasons for Shopping Cart Abandonment in Brazil and Mexico, Compared to the USA, Asia-Pacific and Western Europe in % of Online Shoppers, October 2014
Devices Used for Shopping Online, in % of Online Shoppers, January 2015
Cross-Border Online Shopper Penetration, in % of Online Shoppers, by Argentina, Brazil and Mexico, November 2015
Share of Online Shoppers Buying Physical Goods Online from the USA, in %, September 2014
Top 5 US-based Online Retailers by E-Commerce Sales in Latin America, in USD million, and Rank among Online Retailers in Latin America, 2014
Top 10 E-Commerce Website , by Unique Visitors, in millions, October 2015
3. Brazil
3.1. Overview
B2C E-Commerce Overview and International Comparisons, March 2016
3.2. Trends
M-Commerce Share of Total E-Commerce Transactions, in %, 2015 & 2016f
Share of Online Shoppers Purchasing via Mobile Devices, by Smartphone and Tablet, in % of Online Shoppers Owing Smartphone or Tablet, October 2015
Websites Used to Choose an Online Shop, in % of Frequent Online Shoppers, 2014
Global Regions Purchased from in Cross-Border Online Shopping, in % of Online Shoppers, October 2015
3.3. Sales & Shares
B2C E-Commerce Sales, by Comparative Estimates, in USD billion and in BRL billion, and CAGR, in %, 2014 - 2019f
B2C E-Commerce Share of Total Retail Sales, in %, 2015e
B2C E-Commerce Share of Total Retail Sales, in %, 2014 - 2019f
3.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Online Shopper Penetration, in % of Internet Users, 2010 - 2014
Online Shopper Penetration, in % of Internet Users, 2014 - 2019f
Online Shopper Penetration, in % of Internet Users, by Selected Age Groups and Total, June 2015
Number of Online Shoppers, in millions, and CAGR, in %, by Comparative Estimates, 2014 - 2019f
Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, 2014
3.5. Products
Breakdown of B2C E-Commerce Transactions, by Product Categories, in %, 2013 & 2015e
3.6. Payment
Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, October 2015
3.7. Delivery
Willingness to Pay Additionally for Faster Shipping, in % of Online Shoppers, Q4 2014 & Q1 2015
Breakdown of E-Commerce Logistics Operation Costs, incl. Shipping, in %, 2013 & 2015e
Logistics Services Used, in % of Online Retailers, 2013 & 2015e
3.8. Players
B2C E-Commerce Players Overview, March 2016
Overview of Top 15 E-Commerce Companies, by Revenues, incl. E-Comm. Websites, Company Type, Category, Gross E-Commerce Revenues, Total Revenues, and E-Commerce Share of Revenues, 2014
Top 5 Online Retailers by Online Revenues, in USD million, 2013 & 2014
Top 10 E-Commerce Websites, by Number of Unique Visitors, in millions, July 2015
4. Mexico
4.1. Overview
B2C E-Commerce Overview and International Comparisons, March 2016
4.2. Trends
Cross-Border Online Shopper Penetration, in % of Online Shoppers, October 2015
Shopping-Related Activities Carried Out on Mobile Devices, in % of Mobile Device Users, Q1 2015
4.3. Sales & Shares
B2C E-Commerce Sales, by Comparative Estimates, in USD billion and in MXN billion, and CAGR, in %, 2014 - 2020f
B2C E-Commerce Share of Retail Sales, in %, 2015
4.4. Users & Shoppers
Number of Internet Users, in millions, and Penetration, in % of Individuals, 2010 - 2015
Online Shopper Penetration, in % of Internet Users and in millions, 2015
Number of Individuals Who Conducted Transactions over the Internet, by Total and Conducted Both Purchase and Payment Transactions, Purchase Transactions Only, and Payment Transactions Only, 2011-2015
4.5. Products
Products Categories Purchased Online, in % of Online Shoppers, and Average Quarterly Spending per Category, in MXN, Q1 2015
4.6. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, June 2015
4.7. Delivery
Promotions Offered by Online Retailers, incl. Shipping, in %, 2014
4.8. Players
Market Shares of Top 10 B2C E-Commerce Companies, by Company, in %, 2014
5. Argentina
5.1. Overview
B2C E-Commerce Overview and International Comparisons, March 2016
5.2. Trends
M-Commerce Share of Total E-Commerce Traffic, in %, 2015
Product Categories Purchased Cross-Border, in % of Cross-Border Online Shoppers, 2015e
5.3. Sales & Shares
B2C E-Commerce Sales, in ARG billion, 2014 & 2015
E-Commerce Share of Total Retail, in %, 2014 & 2015
5.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2011 - 2015
Online Shopper Penetration, in % of Internet Users, 2014 & 2015
5.5. Products
Top 3 Product Categories Purchased Online, in % of Online Shoppers, H1 2015
Top 5 Product Categories by E-Commerce Sales Growth, in %, and E-Commerce Sales, in ARG billion, 2015
5.6. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, 2013 & 2014
5.7. Delivery
Delivery Methods Used in Online Shopping, in % of Online Shoppers, 2014
Breakdown of Delivery Times Offered by E-Commerce Retailers, in %, 2014
5.8. Players
Top 10 E-Commerce Websites, by Number of Unique Visitors, in thousands, January 2015
6. Colombia
6.1. Overview
B2C E-Commerce Overview and International Comparisons, March 2016
6.2. Trends
Devices Used to Access the Internet, in % of Internet Users, 2013 & 2014
Shopping-Related Activities Carried Out on Mobile Devices, in % of Smartphone Users, 2014
6.3. Sales & Shares
B2C E-Commerce Sales, in USD billion, 2014, 2015e & 2018f
B2C E-Commerce Share of Retail Sales, in %, 2014
6.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Number of Internet Subscriptions, by Fixed, Mobile and Total, in millions, Q1 2012 – Q3 2014
Activities Carried out Online, incl. Online Shopping, in % of Internet Users, 2013 & 2014
6.5. Products
Products Purchased Online, in % of Online Shoppers, July 2015
6.6. Payment
Payment Methods Most Used in Online Shopping, in % of Online Shoppers, 2014
6.7. Delivery
Share of Online Shoppers Considering Delivery Tracking as a Decisive Factor in Online Shopping, in %, September 2014
6.8. Players
Top 10 E-Commerce Websites, by Number of Unique Visitors, in thousands, January 2015
7. Chile
7.1. Overview
B2C E-Commerce Overview and International Comparisons, March 2016
7.2. Trends
Devices Used to Access the Internet, in % of Households with Internet Access, January 2015
M-Commerce Share of Total B2C E-Commerce During CyberMonday, by Visits and Sales, in %, November 2015
7.3. Sales & Shares
B2C E-Commerce Sales, in USD million, and in % Year-on-Year Change, 2011-2015
B2C E-Commerce Share of Retail Sales, in %, 2015
B2C E-Commerce Share of Retail Spending on Bank Cards, by Retail, Excluding Travel, Entertainment and Services, and Total Retail. in %, H1 2013 - H2 2015
7.4. Users & Shoppers
Internet Penetration, in % of Households, by Urban, Rural and Total, 2013 & 2014
Breakdown of Internet Users by Time of Last Online Purchase, by Total, Gender, Age Group and Location Type, in %, January 2015
Reasons for Not Shopping Online, in % of Internet Users Who Have Not Shopped Online, January 2015
7.5. Products
Product Categories Purchased Online, in % of Online Shoppers, by Urban, Rural and Total, January 2015
7.6. Payment
Payment Methods Most Used in Online Shopping, in % of Online Shoppers, 2014
7.7. Delivery
Breakdown of Most Important Factors in Online Purchasing Decision, incl. “Delivery speed”, in % of Online Shoppers, July 2015
7.8. Players
Top 10 E-Commerce Websites, by Number of Unique Visitors, in thousands, January 2015
8. Peru
8.1. Overview
B2C E-Commerce Overview and International Comparisons, March 2016
8.2. Trends
Breakdown of Devices Used in Online Shopping, in % of Online Shoppers, July 2015
8.3. Sales & Shares
B2C E-Commerce Sales of Physical and Digital Products, in USD million, 2009 & 2014
B2C E-Commerce Share of Retail Sales, in %, 2014
8.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2010-2014
Online Shopper Penetration, in % of Internet Users, December 2015
8.5. Products
Product Purchased Online, in % of Online Shoppers, H1 2015
Product Categories Purchased Online, in % of Online Shoppers, 3 Months to December 2015
B2C E-Commerce Sales, by Selected Product Categories, incl. Consumer Electronics, Media Products and Personal Accessories, in USD million and in % CAGR, 2009 & 2014
8.6. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, H1 2015
Number of Credit Card Transactions in B2C E-Commerce, in millions, 2012 & 2014
8.7. Delivery
Breakdown of Reasons for Not Shopping Online, incl. Shipping Costs, in % of Internet Users, December 2015
8.8. Players
Market Shares of the Top 3 B2C E-Commerce Companies, in %, 2015
Top 10 E-Commerce Websites, by Number of Unique Visitors, in thousands, January 2015

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