This is the first installment of our “Brazil Ad Spending Benchmarks” series, which helps ad buyers and sellers calibrate their spending and revenue mix against the market.

Latin America’s ad market will surpass $40 billion this year as it continues to defy economic uncertainty. Rebounds in Argentina and Chile, along with double-digit growth in retail and social media spending, will fuel momentum. Here are the latest trends you need to know.

The outlook for retail media ad spending remains bright throughout most of the world, even as ad budgets are increasingly constrained in the face of economic storm clouds.

Despite the current duopoly between Mercado Libre and Amazon in Mexico’s ecommerce market, roughly 60% of online sales remain up for grabs for local, regional, and global retailers.

Mercado Libre’s retail business is thriving: Advertising revenues rose 50% YoY in Q1, and there’s ample room for growth.

Although no single player rivals Mercado Libre’s hold on Latin America’s ecommerce market, nearly 70% of online sales are still fair game for the long tail of retailers.

Mercado Libre will grow its headcount by 33% this year to solidify Latin America ecommerce dominance: The company looks to strengthen its business in Brazil, Mexico, and Argentina—its three largest markets.

Latin America’s commerce media ecosystem is rapidly evolving. Financial, travel, and other nonretail players are now looking to monetize their own first-party data—following the path retailers have already paved.

The Latin American consumer banking market is vast, yet over 40% of consumers are currently underbanked. Foreign banks looking to enter the market can tap this audience, but they should learn from and partner with local fintechs to do so.

Brazil’s digital economy is rapidly evolving, fueled in part by ecommerce growth. Our three-report collection explores key trends and opportunities shaping Brazil’s commerce landscape in 2025.

Brazil’s digital economy continues to thrive, driven by shifting advertising trends and increased social media usage. This report series explores key media consumption trends in Brazil in 2025.

Shoppers worldwide are flocking to online marketplaces and social commerce for convenience, variety, and competitive pricing. While price remains key, brand trust is becoming a major factor in certain markets. As these platforms drive discovery and sales, brands must adapt to stay competitive. Here are three ways digital shopping habits are evolving among consumers worldwide.

US President Donald Trump’s shifting trade policies will have ramifications for US brands that do business with Latin America. This FAQ addresses the most pressing questions for companies as they navigate new tariffs, supply chain disruptions, and the potential rise of new competitors.

Latin America’s digital revolution is marching full steam ahead, with consumers spending more than a third of their day online. As social commerce and retail media propel the region’s digital economy to new heights, the runway for growth remains long.​

Retail media will set the pace for digital advertising growth in the coming years as more retailers invest in monetizing the channel and more advertising options become available to media buyers.

A series of major milestones are on tap for total media and digital media ad spending around the world in 2025, although growth will be uneven across countries and regions.

TikTok Shop plans to launch in Mexico next month: The move suggests the company is unfazed by the potential US ban.

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.

Retailers looking to capitalize on retail media’s growth opportunities need to understand the market developments, formats, and challenges shaping ad spending in Latin America.

Understanding the nuances of how and where Latin America’s 293.2 million digital buyers spend their money online is key for brands and retailers to succeed in the world’s second-fastest-growing region for ecommerce.