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EMARKETER

Latin America Trends to Watch in 2025

How Retail Media, Policy Shifts, and AI Innovation Will Advance the Region’s Digital Economy

Report by Matteo Ceurvels  |  Jan 6, 2025

Top Trends to Watch in 2025

Need-to-Know Trends Across 12 Industries and 6 Regions

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Table of Contents
Mercado Libre will lead the retail media charge as smaller players struggle to scale
Policy shifts will have ripple effects on cross-border ecommerce across Latin America
Social media platforms will face growing pressure to protect minors
AI will supercharge efficiency, personalization, and sales growth
Sources
Media Gallery
About This Report
Latin America’s digital economy will undergo significant changes in 2025 as retail innovation and regulatory changes redefine business dynamics for global and local players alike.
Topics
Retail Media
Digital Advertising
Cross-Border Ecommerce
Latin America
Table of Contents
Mercado Libre will lead the retail media charge as smaller players struggle to scale
Policy shifts will have ripple effects on cross-border ecommerce across Latin America
Social media platforms will face growing pressure to protect minors
AI will supercharge efficiency, personalization, and sales growth
Sources
Media Gallery

Latin America’s political and economic shifts will make 2025 a year of transformation and opportunity across sectors. Retail media and AI will drive growth and innovation, while regulatory changes will redefine cross-border ecommerce and social media dynamics for global and local players alike. Companies that adapt to these new realities will thrive in the year ahead.

Here’s what’s in the full report

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Table of Contents

  1. Mercado Libre will lead the retail media charge as smaller players struggle to scale
  2. Policy shifts will have ripple effects on cross-border ecommerce across Latin America
  1. Social media platforms will face growing pressure to protect minors
  2. AI will supercharge efficiency, personalization, and sales growth
  1. Sources
  2. Media Gallery

Charts in This Report

Tens of Retailers Are Vying for Roughly a Quarter of Latin America’s $2.64 Billion Retail Media Pie (% of total retail media ad spending in Latin America, by company, 2025)Cross-Border Ecommerce Penetration Varies Widely in Latin America, Driven by Differences in Taxation and Regulation in Select Markets (cross-border retail ecommerce buyers as % of digital buyers worldwide, by country, 2025)
Nearly 7 in 10 Adults in Latin America Believe Minors Should Be Prohibited From Using Social Media (% of adults in Latin America who believe minors should be prohibited from using social media, by country, July 2024)AI in Products Has a Significantly Stronger Influence on Purchase Intent in Mexico Than in the US (% of respondents in Mexico vs. the US, July 2024)

authors

Matteo Ceurvels

Contributors

Suzy Davidkhanian
VP, Content
Vladimir de Leon
Chart Editor
Paola Flores-Marquez
Donte Gibson
Senior Charts Editor
Wendy Malloy
Director, Reports Editor
Emma Noyes
Graphic Designer, Data Visualization
Jennifer Pearson
VP, Research
Sakina Thanawala
Copy Editor
Matt Torpey
Senior Chart Editor
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