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EMARKETER

Latin America Trends to Watch for 2023

New Opportunities in Retail Media, Livestreaming Ecommerce, and AVOD

Report by Matteo Ceurvels  |  Jan 11, 2023
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Table of Contents
Ecommerce and Digital Advertising Are Bright Spots Amid Economic Slowdown
Consumers’ Evolving Search Habits Fuel Retail Media Advertising
Livestreaming Ecommerce Takes Off
Netflix Faces an Uphill Battle With Its Ad-Supported Tier
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About This Report
Latin America’s digital economy is proving resilient despite macroeconomic headwinds. In 2023, marketers and advertisers will focus on reaching consumers across retail media, livestreaming ecommerce, and ad-supported video streaming.
Topics
Digital Ad Spending
Retail Ecommerce Sales
Video-on-Demand (VOD)
Latin America
Table of Contents
Ecommerce and Digital Advertising Are Bright Spots Amid Economic Slowdown
Consumers’ Evolving Search Habits Fuel Retail Media Advertising
Livestreaming Ecommerce Takes Off
Netflix Faces an Uphill Battle With Its Ad-Supported Tier
Listen Next
Sources
Media Gallery

Latin America’s digital economy is bucking the global trend of slow growth. In 2023, expect changing search habits, rapid adoption of livestreaming ecommerce, and new ad-supported streaming options to accelerate the region’s digital transformation.

Ecommerce and Digital Advertising Are Bright Spots Amid Economic Slowdown

Retailers and advertisers will face turbulence in 2023, as GDP growth in Latin America comes to a halt and inflation remains high at 11.4%, per the International Monetary Fund (IMF). Despite this, retail ecommerce sales and digital ad spending in the region will grow by double digits in 2023.

Ecommerce and Digital Advertising Growth in Latin America Will Outpace Worldwide Growth in 2023 (% change)
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Table of Contents

  1. Ecommerce and Digital Advertising Are Bright Spots Amid Economic Slowdown
  2. Consumers’ Evolving Search Habits Fuel Retail Media Advertising
  3. Livestreaming Ecommerce Takes Off
  1. Netflix Faces an Uphill Battle With Its Ad-Supported Tier
  2. Listen Next
  3. Sources
  1. Media Gallery

Charts in This Report

Ecommerce and Digital Advertising Growth in Latin America Will Outpace Worldwide Growth in 2023 (% change)Channels Most Used to Search for Deals According to Digital Buyers in Brazil, Aug 2022 (% of respondents)
Actions Netflix Subscribers in Latin America* Will Take With the Introduction of Ads on Netflix, Nov 2022 (% of respondents)Digital Buyers Worldwide Who Have Used Livestream Commerce to Purchase Products Digitally, by Country, April 2022 (% of respondents in each group)

authors

Matteo Ceurvels

Contributors

Paola Flores-Marquez
Researcher, Latin America & Spain
Debra Aho Williamson
Principal Analyst
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