Brazil, Argentina, and Mexico will each maintain a spot in this year’s top five fastest-growing retail ecommerce markets. The region’s wider embrace of ecommerce partly stems from the fact that two of its economic powerhouses—São Paulo, Brazil, and Buenos Aires, Argentina—have been under some of the longest government-mandated lockdowns worldwide since March 2020.
All markets recorded double-digit growth except Argentina, which had triple-digit growth. Looking ahead: Worldwide ecommerce sales will continue their upward trajectory, reaching $7.385 trillion by 2025 and making up a 24.5% share of all retail sales. In 2022, China's retail ecommerce sales will surpass 50% of total retail sales in the country and will climb to 56.8% by 2025.
At the country level, close to 60% of respondents in Colombia and Mexico expressed an inclination for in-stream ads, while the majority of those in Argentina and Brazil favored pre-roll or post-roll ads. Consumers in Latin America may be willing to watch ads, but that doesn’t mean AVOD service providers should be complacent about the ad experience they provide.
That’s second only to Argentina—at 100.6%—but well ahead of the US, at 32.4%, and worldwide growth of 25.7%. Canada had more room to grow, however, due to a confluence of supply-side factors that made online shopping more expensive for consumers over the past decade.