Super apps in Asia, such as WeChat, Alipay, and mobile messaging app Line, have dominated ecommerce and online services in the region for years. Now, some Western apps are trying to build their own super apps by creating marketplaces next to their core financial, social, or delivery services. Most of these apps use a combination of monetization methods, including commissions and ad serving.

Victoria’s Secret adds Amazon to its ecommerce playbook: Selling on Amazon’s marketplace enables retailers to find online shoppers where they’re already looking. But doing so comes at a cost.

Over the past two years, retail ecommerce in Latin America has experienced unprecedented growth. Now, although people are returning to physical stores, consumers have fully embraced buying online, paving the way for long-term growth in the region.

Despite slowing growth, US marketplace ecommerce sales are expected to hit $357.26 billion in 2022, making up 34.6% of all online sales.

After a banner year in 2021, we expect retail media advertising to rise to $52.21 billion by 2023. Dozens of retail media networks have launched over the past few years, with virtually every leading digital marketplace, mass merchandiser, national grocery chain, category-specific retailer, and delivery provider getting into the game.

The apparel resale market heats up: We expect annual average sales per buyer via online fashion resale marketplaces will more than double between 2021 and 2025.

Key developments to watch in 2022 include the evolution of in-store retail technology; hotter competition in the paid-for video marketplace; the revival of digital out-of-home ads; and ongoing issues with digital privacy and security.

But Amazon’s no-frills user interface is very much at odds with the luxury shopping experience that customers expect. The ecommerce giant’s reputation for low prices and convenience have made it shoppers’ platform of choice for everyday essentials and cheap merchandise, but that emphasis on value makes a $20,335 gown a hard sell.

Our exclusive analysis of 12 companies unpacks key trends in Latin America retail ecommerce, providing retail professionals with a better understanding of the current landscape and insight into what these trends mean for the industry at large in 2022.