F. Watty
Research Expert E-commerce
Online shopping behavior in Latin America - statistics & facts
E-commerce disruption in the world of retail in Latin America has permanently transformed the purchase experience for shoppers. With a significant increase in popularity after the COVID-19 pandemic, online shopping has become a preference for many consumers in the region. More than half of Latin Americans were forecast to shop online in 2025, and around two-thirds are expected in 2029. This popularity represents a great opportunity for online retailers to sell their products but also creates challenges. With ample experience in the online market, digital buyers have developed behaviors that are critical for retailers to understand in order to satisfy their potential needs.
Without the ability to physically interact with products or employees, the online shopping experience might be perceived as less personal than the offline experience, however, good customer service was still considered very important when purchasing online by 69 percent of shoppers in select Latin American countries. Just like brick-and-mortar shoppers, online shoppers also want access to assistance in the purchasing process when they have questions or issues. Customer service was followed by product prices as the second-most considered factor while shopping online in Latin America.
For Latin American online shoppers, finding quality service and attractive prices in a familiar setting is crucial when deciding where to buy online. However, from choosing which device to make a purchase with to deciding on delivery couriers and fees, every part of the purchasing journey is important.
Why buy online?
There are many factors that impact the purchasing decisions of online shoppers, but price-related features and customer service stand over the rest. In the three biggest e-commerce markets in the region -Brazil, Mexico, and Argentina- free delivery was the main motivator for shopping online in 2024. This shows the importance that price has for online shoppers in Latin America, who want an affordable digital shopping experience.Without the ability to physically interact with products or employees, the online shopping experience might be perceived as less personal than the offline experience, however, good customer service was still considered very important when purchasing online by 69 percent of shoppers in select Latin American countries. Just like brick-and-mortar shoppers, online shoppers also want access to assistance in the purchasing process when they have questions or issues. Customer service was followed by product prices as the second-most considered factor while shopping online in Latin America.
The rise of social commerce
In the rapidly evolving online market many new trends emerge, and some come to stay. Shopping on social media has emerged as one of the favorite online purchase methods of Latin American buyers. In 2024, Peru, Colombia, Mexico, and Argentina were among the ten countries with the highest social commerce penetration in the world. The favorite platform for Latin American social shoppers was Facebook, where more than 35 percent were likely to buy products. Instagram followed as the second most popular platform, positioning the two Meta giants in the top spots. However, the recent introduction of TikTok Shop to the Mexican and Brazilian markets is expected to shake the social commerce landscape and give way to new shopping preferences among Latin American buyers.For Latin American online shoppers, finding quality service and attractive prices in a familiar setting is crucial when deciding where to buy online. However, from choosing which device to make a purchase with to deciding on delivery couriers and fees, every part of the purchasing journey is important.
