Argentina Enjoys Highest Digital Buyer Penetration Rates in Latin America - eMarketer
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Argentina Enjoys Highest Digital Buyer Penetration Rates in Latin America

Majority of internet users in the country will be digital buyers by 2018

January 30, 2015

Argentina boasts the highest digital buyer penetration rates in Latin America, in terms of both internet users and the general population, eMarketer estimates. By the end of this year, 48.3% of internet users in the country will have made at least one purchase via any digital channel, compared with penetration of 41.0% in Brazil and 32.3% in Mexico. In 2018, the last year of our forecast period, the percentage of internet users who buy digitally in Argentina will pass 50%. At the same time, digital buyer penetration among internet users will be 45.0% in Brazil and 34.9% in Mexico.

Digital Buyers in Argentina, 2013-2018 (millions, % change and % of internet users)

More than one-third of Argentina’s population will purchase digitally this year for a total of 11.2 million digital buyers in the country. Rates are far lower in Brazil (23.7%) and Mexico (13.3%), a trend that will continue through 2018. By then, 36.3% of people in Argentina will be digital buyers, compared with 28.2% in Brazil and just 17.4% in Mexico.

Argentina’s smaller population, though, means that in absolute numbers, it trails Brazil (38.0 million) and Mexico (16.2 million) in total digital buyers.

Total Retail and Retail Ecommerce* Sales in Argentina, 2013-2018 (billions, % change and % of total retail sales)

Ecommerce still represents a fraction of retail sales in Argentina. Despite year-over-year growth of 40.0%, the $4.67 billion eMarketer expects in retail ecommerce sales this year will account for just 1.6% of all retail sales in the country. This will remain the case throughout our forecast period. By 2018, retail ecommerce sales in the country will near $10 billion to represent just 2.5% of $405.10 billion in total retail sales. Though total ecommerce sales in Argentina will continue to grow in double digits through our forecast period, total retail sales are also growing at a healthy clip and won’t fall to single digits until 2018.

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 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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