Online retail sales in Latin America are projected to reach $215.31 billion this year as consumers place higher value on reliable delivery and transparent pricing over flashy personalization features, according to a report released by consulting firm Endeavor and ecommerce giant MercadoLibre.
The report — cited by Reuters — finds that the region’s digital commerce market is expanding about 1.5 times faster than the global average. That underscores accelerating adoption of online shopping across Latin America.
MercadoLibre is an Argentine-founded ecommerce and fintech company. It operates ecommerce businesses across most Latin American markets and has been a key driver of the region’s online retail growth.
Leaders in the Latin American ecommerce market
It expects Argentina, Brazil and Mexico to account for nearly 85 % of the region’s ecommerce sales, reflecting their dominant roles in the digital marketplace.
The study also highlights the region’s mobile-first nature. It found that consumers made 84% of online purchases via smartphones. That trend that mirrors rising smartphone penetration in North America and evolving consumer habits.
Despite robust growth, the report points to fragile customer loyalty. Half of surveyed consumers said they would abandon a platform after a single negative experience, especially when related to delivery delays or return problems.
Three-quarters of respondents said clear pricing and return policies are “very important.” Meanwhile, less than one-third considered personalized recommendations a top priority, suggesting that basic service execution now outweighs advanced personalization in influencing purchase decisions.
The report further indicates that while traditional marketplaces remain central to the Latin American ecommerce ecosystem, companies are increasingly looking to expand into payments, credit and logistics services to capture greater value across the digital commerce chain.
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