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Latin America B2C E-Commerce Market 2016

  • March 2016
  • -
  • yStats - Global E-Commerce Intelligence
  • -
  • 139 pages

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.

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Table Of Contents

Latin America B2C E-Commerce Market 2016
1. Management Summary
2. Regional
- Breakdown of Global B2C E-Commerce Sales, by Regions, incl. Latin America, in %, 2014 and 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 and 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 and 2014
- Online Shopper Penetration, in % of Internet Users in Higher-Income Groups, by Argentina, Brazil, Chile, Colombia, Mexico, Peru, 2012, 2015 and 2018f
- Online Spending per Online Shopper, in USD, by Argentina, Brazil, Chile, Colombia, Mexico, Peru, 2014 and 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 and 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 and 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 and 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 and 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 and Q1 2015
- Breakdown of E-Commerce Logistics Operation Costs, incl. Shipping, in %, 2013 and 2015e
- Logistics Services Used, in % of Online Retailers, 2013 and 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 and 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 and 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 and 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 and Shares
- B2C E-Commerce Sales, in ARG billion, 2014 and 2015
- E-Commerce Share of Total Retail, in %, 2014 and 2015
5.4. Users and Shoppers
- Internet Penetration, in % of Individuals, 2011 - 2015
- Online Shopper Penetration, in % of Internet Users, 2014 and 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 and 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 and 2014
- Shopping-Related Activities Carried Out on Mobile Devices, in % of Smartphone Users, 2014
6.3. Sales and Shares
- B2C E-Commerce Sales, in USD billion, 2014, 2015e and 2018f
- B2C E-Commerce Share of Retail Sales, in %, 2014
6.4. Users and 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 and 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 and 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 and Shoppers
- Internet Penetration, in % of Households, by Urban, Rural and Total, 2013 and 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 and Shares
- B2C E-Commerce Sales of Physical and Digital Products, in USD million, 2009 and 2014
- B2C E-Commerce Share of Retail Sales, in %, 2014
8.4. Users and 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 and 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 and 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

Companies Mentioned
Amazon.com, Dell, Apple , Hewlett-Packard, Native Instruments, MercadoLibre, B2W Digital, Netshoes, Alibaba, Cnova, Magazine Luize , Dafiti, AliExpress,Taobao, eBay, Walmart, Buscape, Privalia, Netflix, Linio, Bazaya, Alamaula, Olx, Garbarino, Cdiscount, Exito, Yapo, Falabella, Paris.cl, Sodimac

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