Latin America B2C E-Commerce Market 2014

  • December 2014
  • -
  • yStats - Research on International Markets
  • -
  • 185 pages

Potential for Expansion in Online Retail in Latin America

The recent report by Hamburg-based B2C E-Commerce intelligence company yStats.com, “Latin America B2C E-Commerce Market 2014” reveals details about the current state and the potential of online retail markets across Latin America. As the growing number of Internet users in the region grasp the benefits of online shopping, both foreign and local players compete for a larger share of the booming market.

Latin America is the fourth largest region worldwide by B2C E-Commerce sales. Two of the emerging B2C E-Commerce markets in the region, Brazil and Mexico, rank among the top twenty countries by the size of the online retail market. Together with Argentina, these countries account for almost two-thirds of all B2C E-Commerce sales generated in the region. While Brazil is an unquestioned leader in terms of sales, Mexico is ahead of it by annual growth and Argentina tops both in terms of online shopper penetration.

Latin America’s growth potential goes beyond these three evident leaders. Colombia is forecasted to outpace Brazil, Argentina and Mexico in terms of sales growth in the next five years. Another country with an untapped potential is Chile. Internet penetration in Chile is among the highest in the region and online retail is growing rapidly, with demand staying ahead of local supply. In Peru, Internet users only start to grasp the benefits of online shopping, with concerns about safety of online credit card payment and fears that the product will not be delivered hampering faster adoption.

Venezuela and Ecuador lag behind these countries in terms of B2C E-Commerce sales. In Venezuela, the adverse economic situation and restrictive regulations have negatively impacted the development of online retail, but new regulatory initiatives could reverse the trend and increase online shopping to the relatively large population. In Ecuador, less than 1% of households had experience with online shopping, as of 2014, but the spread of Internet penetration, economic growth and decreasing poverty rates facilitate development of B2C E-Commerce in this country.

Mobile commerce is an important trend in this region, as the majority of Internet subscriptions in many countries is now mobile, growing along with smartphone penetration. Mexico is the regional leader in this trend, with mobile shopper penetration being the highest. Furthermore, cross-border online shopping is a significant characteristic of B2C E-Commerce in Latin America.

As online retail in many countries in Latin America is at early stages of development, familiar worldwide online merchants, such as Amazon, eBay and Alipay are popular destinations for online shoppers. Nevertheless, several local leaders have already emerged. The regional E-Commerce marketplace operator, MercadoLibre is the most visited website in the retail category across all of the monitored countries. Brazil-based B2W Digital is another important player, especially in its home market, with online shops such as Americanas, Submarino and Shoptime. NovaPontocom, which became part of Cnova N.V. together with Groupe Casino’s Cdiscount, operates online shops and marketplaces in the region. Brazil-based online seller of sports goods, NetShoes, is another prominent player. Local store-based retailers, including Colombian Grupo Exito and Chile-based Falabella, are also developing their online channels to take advantage of the booming B2C E-Commerce in the region.

Table Of Contents

1. Management Summary

2.Regional
-Breakdown of B2C E-Commerce Sales Worldwide, by Regions, incl. Latin America, in %, 2013 and 2018f
-Online Shopper Penetration Worldwide, by Region, in % of Internet Users, incl. Latin America, 2013 - 2018f
-Top 20 Countries Worldwide by B2C E-Commerce Sales Excl. Travel, in USD billion, incl. Brazil and Mexico, Ranked by 2014f, 2012 - 2017f
-Top 10 Countries Worldwide by B2C E-Commerce Sales Growth incl. Travel, incl. Brazil and Mexico, in %, 2013
-Share of Consumers Shopping Online Weekly and Monthly, in %, by Selected Countries and Territories, incl. Brazil, 2013
-Leading Online Activities, in % of Internet Users who Use the Internet at Least Once a Week, by Selected Countries, incl. Brazil, July 2014
-Online Shopping Destinations Worldwide, in % of Internet Users Who Use the Internet at Least Once, by Selected Countries, incl. Brazil, July 2014
-Product Purchased Online, in % of Online Shoppers, by Selected Countries, incl. Brazil, July 2014
-B2C E-Commerce Sales, by BRIC Countries, incl. Brazil, in USD billion, 2013
-Annual Spending per Online Shopper, by BRIC Countries, Incl. Brazil, in USD, 2013
-Internet User Penetration, in % of Individuals, by BRIC Countries, incl. Brazil, 2013
-B2C E-Commerce Sales in Latin America, in USD billion, 2013 - 2018f
-Breakdown of B2C E-Commerce Sales in Latin America, by Argentina, Brazil, Mexico and Others, in %, 2014f
-B2C E-Commerce Sales Growth in Latin America, by Country, incl. Argentina, Brazil and Mexico, in %, 2013 - 2018f
-B2C E-Commerce Sales CAGR, in %, by Selected Countries in Latin America, 2014f-2019f
-B2C E-Commerce Sales, by Brazil, Argentina and Mexico, in USD billion, 2013 and 2018f
-Number of Online Shoppers, by Brazil, Argentina and Mexico, in millions, 2013 and 2018f
-B2C E-Commerce Sales, in USD billion, by Argentina, Brazil and Mexico, 2014f
-B2C E-Commerce Sales, in USD billion, by Brazil, Mexico, Colombia, Chile, Peru, 2013
-Online Shopper Penetration on Banked and Unbanked Population with Internet Access in Latin America, in %, and Banking Penetration on Total Adult Population, in %, 2013
-Number of Online Shoppers in Latin America, by Country, in millions and in % of Internet Users, 2013 - 2018f
-Internet User Penetration in Latin America, in % of Population, by Country, 2013
-Devices Owned, in % of Surveyed Consumers, by Argentina, Brazil and Mexico, March 2014
-Activities Carried Out on Smartphones at Least Weekly, incl. Purchase, in % of Smartphone Users, by Argentina, Brazil and Mexico, March 2014
-Breakdown of the Last Online Purchase, by Device Used, in % of Online Shoppers, by Argentina, Brazil and Mexico, March 2014
-Breakdown of the Last Online Purchase, by Type of Merchant Purchased From, in % of Online Shoppers, by Argentina, Brazil and Mexico, March 2014
-Payment Methods Used to Pay for Online Purchases in Latin America, in % of Online Payment Users, 2014e
-Products and Services Paid for Online in Latin America, in % of Online Payment Users, 2014e
-Breakdown of the Last Online Purchase, by Delivery Type, in % of Online Shoppers, by Argentina, Brazil and Mexico, March 2014
-Top 10 B2C E-Commerce Players in Latin America, incl. Year-on-Year Change in Online Revenues, 2013

3. Brazil
-Mobile Internet Penetration, in % of Mobile Phone Users, 2010 - 2013
-Share of Mobile Device Owners Who Shopped on Mobile Devices at Least Once, in %, June 2013 and June 2014
-Share of M-Commerce Sales on Total B2C E-Commerce Sales, in %, June 2013, December 2013, June 2014
-Share of M-Commerce Made via Smartphones on Total B2C E-Commerce Sales, by Category of Online Retailer, in %, July 2014
-Devices Used for Online Shopping, in % of Mobile Device Owners, June 2014
-Way Used to Shop on Mobile Devices, in % of Mobile Device Owners, June 2014
-Breakdown of M-Commerce Transactions, by Product Categories, in %, H1 2014
-Product and Services to Buy in M-Commerce, by Category, in % of Mobile Device Owners, June 2014
-Reasons for not Shopping on Mobile, in % of Smartphone and/or Tablet Owners, June 2014
-Security Features that Make Users Feel Safer when Shopping on Mobile, in % of Smartphone and/or Tablet Owners, June 2014
-Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
-Most Popular Product Categories in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
-B2C E-Commerce Regulatory Trends, 2014
-B2C E-Commerce Sales, in BRL billion, 2009-2013
-B2C E-Commerce Sales, in BRL billion, H1 2013 and H1 2014
-B2C E-Commerce Sales Forecast, in USD billion, 2013 - 2018f
-B2C E-Commerce Sales Forecast, by Comparative Estimates, in USD billion, Ranked by CAGR, 2013 - 2018f
-Share of B2C E-Commerce on Total Retail, in %, 2014e and 2018f
-Overview of Online Shoppers, 2014
-Internet Penetration, in % of Individuals, 2010 - 2013
-Online Shopper Penetration, in % of Internet Users, 2010 - 2013
-Number of Online Shoppers Who Ever Purchased Online, in millions, 2009 - 2013
-Number of Online Shoppers Who Purchased Within the Calendar Year, in millions, 2013 - 2018f
-Online Shopper Penetration, by Gender, in % of Internet Users in Each Group, 2013
-Online Shopper Penetration, by Income Group and Age Group, in % of Internet Users in Each Group, 2013
-Reasons not to Shop Online, in % of Internet Users Who Do Not Shop Online, 2013
-Breakdown of B2C E-Commerce Transactions, by Product Categories, in %, 2013
-B2C E-Commerce Sales of Clothing and Shoes, in USD billion, 2013, 2014 and 2019f
-Preferred Shopping Channels, incl. Online and Mobile, by Product Category, in % of Consumers, 2013
-Product and Services Purchased Online, in % of Online Shoppers, 2013
-Product and Services Purchased Online, in % of Online Shoppers, by Gender, 2013
-Major Challenges Facing Online Retailers, incl. Fulfillment Costs, in % of Online Retailers, September 2014
-Most Important Delivery Options, in % of Online Shoppers, 2013
-Most Important Return Options, in % of Online Shoppers, 2013
-Most Important Factors that Influence Online Purchase Decision, incl. Delivery Options, 2014
-Breakdown of Online Shops, by Shop Which Offer Free Delivery and Shops Which do Not Offer Free Delivery, December 2012, March 2013, June 2013, September 2013, December 2013
-B2C E-Commerce Delivery Methods Offered On Top 5 B2C E-Commerce Websites by Number of Unique Visitors in December 2012, April 2014
-Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, 2012 and 2013
-Payment Methods Used in B2C E-Commerce, by Income and Age Goups, in % of Online Shoppers in Each Group, 2013
-Payment Methods Used in B2C E-Commerce, by Gender, in % of Online Shoppers, 2013
-Breakdown of Most Used Payment Methods in B2C E-Commerce, in % Online Shoppers Who Own a Credit Card, 2013
-Mobile Internet Penetration, in % of Mobile Phone Users, 2010 - 2013
-Share of Mobile Device Owners Who Shopped on Mobile Devices at Least Once, in %, June 2013 and June 2014
-Share of M-Commerce Sales on Total B2C E-Commerce Sales, in %, June 2013, December 2013, June 2014
-Share of M-Commerce Made via Smartphones on Total B2C E-Commerce Sales, by Category of Online Retailer, in %, July 2014
-Devices Used for Online Shopping, in % of Mobile Device Owners, June 2014
-Way Used to Shop on Mobile Devices, in % of Mobile Device Owners, June 2014
-Breakdown of M-Commerce Transactions, by Product Categories, in %, H1 2014
-Product and Services to Buy in M-Commerce, by Category, in % of Mobile Device Owners, June 2014
-Reasons for not Shopping on Mobile, in % of Smartphone and/or Tablet Owners, June 2014
-Security Features that Make Users Feel Safer when Shopping on Mobile, in % of Smartphone and/or Tablet Owners, June 2014
-Most Popular Countries in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
-Most Popular Product Categories in Cross-Border B2C E-Commerce, in % of Online Shoppers, August 2014
-B2C E-Commerce Regulatory Trends, 2014
-B2C E-Commerce Sales, in BRL billion, 2009-2013
-B2C E-Commerce Sales, in BRL billion, H1 2013 and H1 2014
-B2C E-Commerce Sales Forecast, in USD billion, 2013 - 2018f
-B2C E-Commerce Sales Forecast, by Comparative Estimates, in USD billion, Ranked by CAGR, 2013 - 2018f
-Share of B2C E-Commerce on Total Retail, in %, 2014e and 2018f
-B2C E-Commerce Players Overview, 2014
-Top 5 B2C E-Commerce Players, incl. Year-on-Year Change in Online Revenues, 2013
-Most Visited E-Commerce Websites, by Number of Unique Visitors, in millions, April 2014
-B2W Digital: Company Profile
-Nova Pontocom (Cnova): Company Profile
-NetShoes: Company Profile
-MercadoLibre: Company Profile

4. Mexico
-B2C E-Commerce Overview and International Comparisons, 2014
-Devices Used to Access Internet, in % of Internet Users, 2013
-Devices Used for Shopping Online, in % of Online Shoppers, March 2014
-Breakdown of B2C E-Commerce Sales, by Device, in % and in MXN billion, July 2014
-Breakdown of Mobile Shoppers, by Age Group, by Shopping on Smartphone and Tablet, July 2014
-Barriers to Mobile Purchase, in % of Online Shoppers who Own Tablet/Smartphone, June 2014
-Breakdown of Product Categories Purchased Online, by Purchased on Desktop/Laptop, Tablet, and Smartphone, in % of Internet Users, 2013
-Breakdown of Online Shopping Destination, by Domestic Sites, International Sites and Both, in % of Online Shoppers, 2010 - 2013
-Share of Online Shoppers Planning to Start Making/Increase Cross-Border Online Purchases, November 2014
-B2C E-Commerce Sales incl. Travel, in MXN billion, 2011- 2014f
-B2C E-Commerce Sales Forecast, by Comparative Estimates, in USD billion, Ranked by CAGR, 2013 - 2018f
-Number of Internet Users, in millions, and in % of Individuals, 2010 - 2013
-Breakdown of Internet Users, by Age Group, in millions and in %, 2010 - 2013
-Number of Online Shoppers, in millions, and in % of Internet Users, 2010 - 2013
-Number of Online Shoppers, in millions, and in % of Internet Users, 2013 - 2018f
-Breakdown of Frequency of Online Shopping, in % of Online Shoppers, 2013
-Breakdown of Product Categories Most Purchased Online, in % of Online Shoppers, March 2014
-Product Categories Purchased Online, in % of Online Shoppers, 2012 and 2013
-Breakdown of B2C E-Commerce Sales, by Payment Methods, in %, 2013
-Breakdown of Payment Methods Most Used in B2C E-Commerce, in % of Online Shoppers, March 2014
-Breakdown of Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, 2013
-Perception of B2C E-Commerce Delivery, in % of Online Shoppers, February 2013
-Share of Online Shops Offering Free Shipping Promotions, in %, 2012 and 2013
-B2C E-Commerce Players Overview, 2014
-Most Visited E-Commerce Websites, by Number of Unique Visitors, in millions, April 2014
(Table of Contents, cont.)

5. Argentina
-B2C E-Commerce Overview and International Comparisons, 2014
-Number of Cross-Border Online Shoppers, in thousands, 2012 and 2013
-Breakdown of B2C E-Commerce Sales, by M-Commerce and Other, in %, 2013
-Devices Used to Make Payments Online, in % of Online Payment Users, 2014e
-B2C E-Commerce Sales, in ARS billion, 2012 and 2013
-E-Commerce Sales, incl. B2C and C2C, in ARS billion, 2012 - 2014f
-B2C E-Commerce Sales Forecast, by Comparative Estimates, in USD billion, Ranked by CAGR, 2013 - 2018f
-Internet Penetration, in % of Individuals, 2009 - 2013
-Devices Used to Access Internet, by Primary and Secondary, in % of Individuals, 2013
-Activities Carried out Online, by Frequency, incl. “Buy and Sell”, in % of Individuals, 2013
-Number of Online Shoppers, in millions, and in % of Internet Users, 2009 - 2013
-Number of Online Shoppers, in millions, and in % of Internet Users, 2013 - 2018f
-Reasons for not Shopping Online, in % of Internet Users Who do not Shop Online, 2013 and 2014, Ranked by 2014
-B2C E-Commerce Sales, by Product Categories, in ARS million, 2009 - 2013
-Breakdown of Payment Methods Used in B2C E-Commerce, in % of Online Shoppers, June 2014
-Payment Methods Offered in B2C E-Commerce, in % of Online Shops, 2013
-Breakdown of Delivery Methods Used in B2C E-Commerce , in % of Online Shoppers, 2013
-B2C E-Commerce Players Overview, 2014
-Most Visited E-Commerce Websites, by Number of Unique Visitors, in millions, April 2014

6. Colombia
-B2C E-Commerce Overview and International Comparisons, 2014
-B2C E-Commerce Sales, in USD billion, 2012, 2013 and 2015f
-Internet Penetration, in % of Individuals, 2009 - 2013
-Number of Internet Subscriptions, by Fixed, Mobile and Total, in millions, Q1 2012 - Q2 2014
-Devices Used to Access the Internet, in % of Internet Users, 2013
-Activities Carried out Online, incl. Online Shopping, in % of Internet Users, 2013
-Number of Unique Visitors to Retail Websites, in millions, January 2014 - April 2014
-Product Categories Purchased Online, in % of Online Shoppers, September 2013
-Important Aspects of B2C E-Commerce Delivery, in % of Online Shoppers, 2013
-Breakdown of Most Used Payment Methods in B2C E-Commerce, in % of Online Shoppers, 2013
-Most Used Payment Methods in B2C E-Commerce, in % of Online Shoppers, 2012 and 2013
-B2C E-Commerce Players Overview, 2014
-Top 20 Most Visited Retail Websites, by Unique Visitors in thousands and in % Internet Audience Reach, April 2014
-Most Known Websites for Online Shopping, by Product Category, in % of Online Shoppers Buying from the Respective Product Category, September 2013

7. Chile
-B2C E-Commerce Overview and International Comparisons, 2014
-Reasons Not to Shop Online, in % of Consumers Who Do Not Shop Online, 2014
-B2C E-Commerce Sales, in USD billion, 2012, 2013 and 2014f
-Internet Penetration, in % of Individuals, 2009 - 2013
-Number of Internet Subscriptions, by Fixed, Mobile and Total, in millions, Q1 2012 - Q4 2013
-Most Used Payment Methods in B2C E-Commerce, in % of Online Shoppers, 2012 and 2013
-Breakdown of B2C E-Commerce Sales, by Products and Services, in %, 2012 and 2013
-Breakdown of Purchase Channels for Travel and Personal Care Products, incl. Online, in % of Consumers, 2014
-Most Visited E-Commerce Websites, by Number of Unique Visitors, in millions, April 2014

8. Peru
-B2C E-Commerce Overview and International Comparisons, 2014
-B2C E-Commerce Sales, in USD billion, 2012, 2013 and 2014f
-Internet Penetration, in % of Individuals, 2009 - 2013
-Most Used Payment Methods in B2C E-Commerce, in % of Online Shoppers, 2012 and 2013
-Most Visited E-Commerce Websites, by Number of Unique Visitors, in millions, April 2014
-Market Shares of the Top Three B2C E-Commerce Players, in %, 2014

9. Venezuela
-B2C E-Commerce Overview and International Comparisons, 2014 10. Ecuador
-B2C E-Commerce Overview and International Comparisons, 2014

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