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Argentina Boasts Highest Digital Buyer Penetration in Latin America

Mexico home to fastest-growing digital buyer audience

August 6, 2014 | Retail & Ecommerce

Fewer than three in 10 internet users in Latin America will make a purchase via digital channels this year, according to the latest eMarketer forecasts for digital shopping and buying around the world.

Digital Buyer Penetration in Latin America, by Country, 2013-2018 (% of internet users)

These figures include internet users 14 and older who will make at least one purchase during the calendar year via desktop/laptop computer, mobile phone, tablet or any other internet-connected device.

Argentina is significantly ahead of the rest of the region in terms of digital buyer penetration: Nearly half of internet users in the country will make a purchase online this year. But Argentina also has the lowest ecommerce sales of major markets in the region and the smallest absolute number of digital buyers in the three countries eMarketer breaks out estimates for.

Digital Buyers in Latin America, by Country, 2013-2018 (millions)

Brazil, the largest market in terms of dollars, is also the biggest in terms of people.

Meanwhile, the fastest-growing market of digital buyers is in Mexico. The number of people in the country who make a purchase via any digital channel is expected to rise 23.1% this year and continue to grow in the double digits through 2016. Double-digit gains in Brazil and Argentina will end after this year as those markets mature earlier than Mexico’s.

eMarketer bases all of its forecasts on a multipronged approach that focuses on both worldwide and local trends in the economy, technology and population, along with company-, product-, country- and demographic-specific trends, and trends in specific consumer behaviors. We analyze quantitative and qualitative data from a variety of research firms, government agencies, media outlets and company reports, weighting each piece of information based on methodology and soundness.

In addition, every element of each eMarketer forecast fits within the larger matrix of all of its forecasts, with the same assumptions and general framework used to project figures in a wide variety of areas. Regular re-evaluation of each forecast means those assumptions and framework are constantly updated to reflect new market developments and other trends.

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