LATIN AMERICA B2C E-COMMERCE MARKET 2018 · page charts latin america b2c e-commerce market 2018...

LATIN AMERICA B2C E-COMMERCE MARKET 2018

PUBLICATION DATE: NOVEMBER 2018

PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-8 TABLE OF CONTENTS I PAGE 9 REPORT-SPECIFIC SAMPLE

CHARTS I PAGE 10 METHODOLOGY I PAGE 11 RELATED REPORTS I PAGE 12 CLIENTS I PAGE 13-14 FREQUENTLY ASKED QUESTIONS

PAGE 15 ORDER FORM I PAGE 16 TERMS AND CONDITIONS

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PRODUCT DETAILS Title:

Type of Product:

Category:

Covered Regions:

Covered Countries:

Language:

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Latin America B2C E-Commerce Market 2018

Report

B2C E-Commerce

Latin America

Brazil, Argentina, Mexico, Colombia

English

PDF & PowerPoint

121

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QUESTIONS

ANSWERED

IN THIS REPORT

What is the size and the growth projections for B2C E-Commerce sales in Latin American countries?

Which important market trends affect the development of online retail in Latin America?

Which countries are leading in the region in terms of online sales and growth rate?

What are the preferred product categories and payment options of Latin American online

shoppers?

Who are the leading B2C E-Commerce market players in Argentina, Brazil, Mexico and Colombia?

SECONDARY MARKET

RESEARCH

Our reports are exclusively based on secondary market research. Our researchers derive

information and data from a variety of reliable published sources and compile the data into

understandable and easy-to-use formats.

ADVANTAGES Maximum Objectivity

Reliable Sources

Up-To-Date Analysis

Boardroom-Ready PowerPoint Presentations

Guidance For Strategic Company Decisions


M-COMMERCE DRIVES B2C E-COMMERCE GROWTH IN LATIN AMERICA

B2C E-Commerce in Latin America is still in the early stages of development, as online

retail sales volume of the region is among the lowest in the world. Growth potential exists

due to the high adoption of global E-Commerce trends, such as M-Commerce, cross-border

online shopping and omnichannel shopping. For example, M-Commerce in Latin America is

projected to grow faster than overall online retail sales due to increasing smartphone

penetration and mobile payment adoption.

E-commerce in Brazil continues to show positive growth and remains the largest

online retail market in Latin America. Despite a declining M-Commerce growth rate, mobile

transactions accounted for almost one-third of total online transactions last year. Brazilian

consumers mainly use mobile devices for researching products, as in 2017 the average

conversion rate on mobile was two times lower than on computer. Among the most

purchased categories via mobile devices are the low value products such as “clothes” and

“prepared food” and higher value “electronics”.

Mobile commerce, with a double-digit growth rate, is also a strong trend in Argentina,

where a fourth of online shoppers made their latest purchase via smartphone last year. The

MercadoLibre app was the most used shopping app in terms of number of orders received

in February 2018, followed by the Wish and Alipexpress apps. In Mexico and Colombia, M-

Commerce growth is driven by a high smartphone Internet user penetration, which is

almost two times higher than the laptop Internet user penetration.

Although the region has shown recent impressive results in M-Commerce, concerns

about transaction security, sharing of personal data, and delays in delivery or other

shipment issues remain the top barriers inhibiting the growth of E-Commerce in Latin

America.


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MANAGEMENT SUMMARY

OVERVIEW & INTERNATIONAL COMAPRISON

Breakdown of Global Retail E-Commerce Sales by Regions, incl. Latin America, in %, 2017

B2C E-Commerce Sales, by Desktop, Mobile and Total, in USD billion, and CAGR, in %, 2017 - 2022f

Breakdown of Retail E-Commerce Sales in Latin America by Country, in %, 2017

B2C E-Commerce Sales in Selected Countries in Latin America, in USD billion, 2017 & 2020f, and CAGR, in %, 2017-

2020f

E-Commerce Penetration in Selected Countries in Latin America, in % Total Retail Sales, 2018f

Year-on-Year E-Commerce Sales Growth in Selected Countries in Latin America, in %, 2017 vs. 2016 and 2018f vs.

2017

Online Travel Sales, by Argentina, Mexico, Brazil, Other Countries of Latin America, in USD billion, and CAGR, in %,

2016 - 2021f

Online Shopper Penetration, in % of Internet Users, by Region, 2017e

Share of Transactions Conducted via Mobile, in % Online Transactions, by Region, Q2 2018

Mobile Payment User Penetration, in % of Internet Users, by Regions and China, Q4 2015 & Q2 2017

Breakdown of E-Commerce Transactions by Channel/ Device, in %, Q4 2017

Cross-Border Online Shopper Penetration, by Selected Countries, in % of Online Shoppers, May 2018

Use of Second Factor Authentication Systems in E-Commerce, incl. Methods Used and Attitude, in % of Banked

Online Shoppers, by Selected Countries, 2017

Top 10 B2C E-Commerce Sites, by Unique Visitors, in millions, May 2018

BRAZIL

3.1. OVERVIEW

B2C E-Commerce Market Overview, October 2018

3.2. TRENDS

Breakdown of E-Commerce Transaction Volume, by Device Used, in % Transactions, February 2017

M-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f

M-Commerce Sales, in BRL million, Average M-Commerce Order Value, in BRL, and Number of Purchases, in millions,

Q1 2017 & Q1 2018

B2C E-Commerce Conversion Rate, in %, by Computer and Mobile, 2017

Product Categories Purchased via Mobile, in % of Mobile Shoppers, March 2018

Cross-Border Online Spending, in USD billion, and Year-on-Year Change, in %, 2014 - 2017

Cross-Border Online Shopper Penetration, in % of Internet Users in Brazil, October 2017

Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Brazil,

2016 & 2017

Breakdown of Frequency of Webrooming and Showrooming, in % of Online Shoppers, 2017


TABLE OF CONTENTS (1 OF 5)

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BRAZIL (CONT.)

3.3. SALES & SHARES

B2C E-Commerce Sales, in BRL billion, and Year-on-Year Change, in %, 2011 – 2018e

B2C E-Commerce Sales Forecasts, by 4 Comparative Estimates, in BRL billion and in USD billion, and CAGR, in %,

2015 - 2022f

E-Commerce Share of Retail Sales, in %, 2018f

E-Commerce Share of Total Retail Sales, in %, 2018e & 2022f

3.4. USERS & SHOPPERS

Internet Penetration, in % of Individuals, 2017 & 2022f

Number of Online Shoppers, in millions, and Year-on-Year Change, in %, 2013 - 2017

3.5. PRODUCTS

Product Categories Purchased Online, in % of Online Shoppers, May 2018

Top 10 B2C E-Commerce Product Categories by Share of Number of Purchases and Value of Sales, in %, 2017

Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2016 – 2021f

3.6. PAYMENT

Payment Methods Preferred in E-Commerce, in % of Online Shoppers, May 2018

Share of Top 10 B2C E-Commerce Payment Methods of Orders Placed and Approved Orders, in %, and Approval

Rate by Payment Method, in %, 2017

Breakdown of Payment Methods Used in M-Commerce, in % of Mobile Shoppers, August 2018

3.7. DELIVERY

Share of Online Purchases Made With Free Shipping, by Market Average and Top 10 Online Retailers, in %, Q2 2016 –

Q2 2018

Logistics Services Used, in % of Online Retailers, 2015 & 2017e

Top 10 Factors Influencing Where to Make an Online Purchase, incl. Delivery-Related, in % of Online Shoppers, May

2018

3.8. PLAYERS

Top 10 B2C E-Commerce Sites, by Unique Visitors, in millions, May 2018

E-Commerce Apps or Websites Most Used for Mobile Shopping, in % of Mobile Shoppers, March 2017 & March 2018

Top 15 E-Commerce Retailers, by Revenues, incl. E-Comm. Websites, Company Type, Category, E-Commerce

Revenues, in BRL million, Growth, in %, and E-Commerce Share of Revenues, in %, 2016

ARGENTINA

4.1. OVERVIEW

B2C E-Commerce Overview and International Comparisons, October 2018

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ARGENTINA (CONT.)

4.2. TRENDS

M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2017 - 2022f

Breakdown of Devices Used in Last Online Purchase, in % of Online Shoppers, 2016 & 2017

Cross-Border Online Shopper Penetration, in %, May 2018

Top 3 Product Categories Purchased Cross-Border, in % Cross-Border Online Shoppers, May 2018

4.3. SALES & SHARES

Retail E-Commerce Sales, in ARS billion, by B2C and C2C, 2014 - 2017

Retail E-Commerce Sales, in ARS billion, 2008 - 2017

B2C E-Commerce Share of Total Retail Sales, in %, 2017


Information Technology Penetration, by Internet, Computer and Mobile Phone, in % of Individuals, by Age Group, Q4

2016 & Q4 2017

Online Shopper Penetration, in % of Internet Users, in %, 2008 - 2017

Breakdown of Frequency of Shopping Online, in % of Online Shoppers, 2016 & 2017

Top 5 Motivations to Purchase Online, in % of Online Shoppers, 2017

Perceived Disadvantages of Online Shopping, in % of Online Shoppers, 2016 & 2017

4.5. PRODUCTS

B2C E-Commerce Sales by Product Categories, in ARS billion, 2014 - 2017

4.6. PAYMENT

Breakdown of E-Commerce Sales by Payment Methods, in %, 2016 & 2017

4.7. DELIVERY

Breakdown of Delivery Methods Used in E-Commerce, in % Deliveries, 2016 & 2017

Breakdown of E-Commerce Shipments, by Delivery Time, in %, 2016 & 2017

4.8. PLAYERS

Top 10 E-Commerce Websites/Apps Ranked by Number of Orders Received, February 2018

Top 4 E-Commerce Websites, incl. Total Website Visits on Desktop and Mobile, in millions, Argentina’s Share of Total

Visits on Desktop, in %, September 2018

MEXICO

5.1. OVERVIEW

B2C E-Commerce Market Overview, October 2018



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MEXICO (CONT.)

5.2. TRENDS

Number of Internet Users by Device Used to Access the Internet, in millions, and Penetration, in % of Internet Users,

May 2016 & May 2017

Product Categories Purchased Online by Device, in % of Online Shoppers, August 2017

M-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f

Transactions Conducted via Mobile App, in % of Mobile Device Owners, August 2017

Omnichannel Shopping Behavior, in % of Internet Users, July 2018

Cross-Border Online Shopper Penetration, in % of Online Shoppers in Mexico, 2016 & 2017

Top Countries/Regions for Cross-Border Online Purchases, in % of Cross-Border Online Shoppers in Mexico, 2016 &

2017

Breakdown of Online Shoppers by Cross-Border and Domestic Shoppers, in %, May 2017

5.3. SALES & SHARES

B2C E-Commerce Sales, in MXN billion, 2016 – 2018f & 2020f

B2C E-Commerce Share of Total Retail Sales, in %, 2018f


Number of Internet Users, in millions, and Penetration, in % of Individuals, 2011 - 2017

Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, May 2015 – May 2017

Online Shopper Penetration, in % of Internet Users, July 2018

Top 3 Reasons for Shopping Online, in % of Online Shoppers, December 2016 & July 2018

Top 3 Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, December 2016 & July 2018

5.5. PRODUCTS

Product Categories Purchased Online, in % of Online Shoppers, May 2017

Product Categories Purchased Online, in % of Online Shoppers, and Average Quarterly Online Spending per

Category, in MXN, 2016 & 2017

5.6. PAYMENT

Online Payment Methods Used in E-Commerce, by Device Used, in % of Online Shoppers, August 2017

Offline Payment Methods Used in E-Commerce, by Device Used, in % of Online Shoppers, August 2017

5.7. DELIVERY

Actions Taken by Online Shoppers to Qualify for Free Shipping, in % of Online Shoppers, Q3 2017

5.8. PLAYERS

Top 10 E-Commerce Sites, by Unique Visitors, in millions, May 2018



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COLOMBIA

6.1. OVERVIEW

B2C E-Commerce Overview and International Comparisons, October 2018

6.2. TRENDS

Devices Used to Access the Internet, in % of Internet Users, July 2017

Breakdown of Devices Used in E-Commerce, in % of Online Purchases, 2017

6.3. SALES & SHARES

B2C E-Commerce Sales, in COP trillion, 2016 & 2017

E-Commerce Share of Retail Sales, in %, 2017


Internet Penetration, in % of Individuals, 2016 & 2017

Breakdown of Online Shoppers, by Age Group and Gender, in %, July 2017

Online Activities Performed at Least Weekly, by Smartphone and Desktop/ Laptop, in % of Internet Users, April 2017

6.5. PRODUCTS

B2C E-Commerce Sales by Product Categories, in COP billion, 2016 – 2018f & 2022f

6.6. PAYMENT

Breakdown of Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016 & 2017

Breakdown of E-Commerce Card Payment Transactions, by Credit Card and Debit Card, in %, 2016 & 2017

6.7. DELIVERY

Top Reasons for Not Shopping Online, incl. Delivery-Related, in % of Internet Users Who Do Not Shop Online, 2017

6.8. PLAYERS

Top 20 E-Commerce Websites/Apps Ranked by Number of Orders Received, H1 2017



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REPORT-SPECIFIC SAMPLE CHARTS

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GENERAL METHODOLOGY OF OUR MARKET REPORTS Secondary Market Research

The reports are compiled based on secondary market research.

Secondary research is information gathered from previously published

sources. Our reports are solely based on information and data acquired

from national and international statistical offices, industry and trade

associations, business reports, business and company databases,

journals, company registries, news portals and many other reliable

sources. By using various sources we ensure maximum objectivity for all

obtained data. As a result, companies gain a precise and unbiased

impression of the market situation.

Cross referencing of data is conducted in order to ensure

validity and reliability.

The source of information and its release date are provided on

every chart. It is possible that the information contained in one chart is

derived from several sources. If this is the case, all sources are mentioned

on the chart.

The reports include mainly data from the last 12 months prior

to the date of report publication. Exact publication dates are mentioned in

every chart.

Definitions

The reports take into account a broad definition of B2C E-

Commerce, which might include mobile commerce. As definitions may

vary among sources, exact definition used by the source (if available) is

included at the bottom of the chart.

Chart Types

Our reports include text charts, pie charts, bar charts, rankings,

line graphs and tables. Every chart contains an Action Title, which

summarizes the main idea/finding of the chart and a Subtitle, which

provides necessary information about the country, the topic, units or

measures of currency, and the applicable time period(s) to which the data

refers. With respect to rankings, it is possible that the summation of all

categories amounts to more than 100%. In this case, multiple answers were

possible, which is noted at the bottom of the chart.

Report Structure

Reports are comprised of the following elements, in the following

order: Cover page, preface, legal notice, methodology, definitions, table of

contents, management summary (summarizing main information

contained in each section of report) and report content (divided into

sections and chapters). When available, we also include forecasts in our

report content. These forecasts are not our own; they are published by

reliable sources. Within Global and Regional reports, we include all major

developed and emerging markets, ranked in order of importance by using

evaluative criteria such as sales figures.

Notes and Currency Values

If available, additional information about the data collection, for

example the time of survey and number of people surveyed, is provided in

the form of a note. In some cases, the note (also) contains additional

information needed to fully understand the contents of the respective data.

When providing information about amounts of money, local

currencies are most often used. When referencing currency values in the

Action Title, the EUR values are also provided in brackets. The conversions

are always made using the average currency exchange rate for the

respective time period. Should the currency figure be in the future, the

average exchange rate of the past 12 months is used.

METHODOLOGY OF OUR LATIN AMERICA B2C E-COMMERCE MARKET 2018

Report Coverage

This report covers the B2C E-Commerce market in Latin

America. Four major markets in this region are covered, including

Argentina, Brazil, Colombia and Mexico. A broad definition of retail E-

Commerce used by some original sources cited in this report might

include both B2C and C2C E-Commerce.

The report contains relevant information about international

comparisons, market trends, B2C E-Commerce sales and shares, Internet

users and shoppers, products, payment methods, delivery and players.

Report Structure

The report starts with an overview of the regional E-Commerce

market, regional and country comparisons in terms of criteria relevant to

B2C E-Commerce, such as sales and Internet penetration. The rest of the

report is divided into country chapters, presented in the descending order

of retail E-Commerce sales. Data availability varied by country.

Each country description starts with an overview of the market,

highlighting the overall B2C E-Commerce development in the respective

countries.

Next, the “Trends” section includes an overview of market trends,

such as M-Commerce and cross-border online shopping.

The section “Sales & Shares” covers the development of retail

B2C E-Commerce sales and E-Commerce’s share of total retail sales.

In the “Users & Shoppers” section, information about Internet

penetration and online shoppers is included.

Afterwards, the section “Products” shows the leading product

categories purchased online.

The next section, “Payment”, covers the payment methods most

used by online shoppers.

Furthermore, the “Delivery” section covers information related to

delivery in B2C E-Commerce.

Finally, the “Players” section includes information about the

leading B2C E-Commerce companies, including rankings of top online

shopping platforms by sales, website visits, awareness and usage rates by

online shoppers, where available.

METHODOLOGY

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Global B2C E-Commerce Market 2018

Global E-Commerce Marketplaces 2018

Global B2B E-Commerce Market 2018

Global B2B Payment Trends 2018

Global Online Travel Market 2018

Global Cross-Border B2C E-Commerce 2018

Europe Cross-Border B2C E-Commerce 2018

Asia-Pacific Cross-Border B2C E-Commerce 2018

Latin America B2C E-Commerce Market 2017

Europe B2C E-Commerce Market 2018

Asia-Pacific B2C E-Commerce Market 2018

Africa B2C E-Commerce Market 2018

Middle East B2C E-Commerce Market 2018

Global Online Payment Methods: Full Year 2017

Global Alternative Online Payment Methods: Full Year 2017

Europe Online Payment Methods: Full Year 2017

APAC Online Payment Methods: Full Year 2017

North America Online Payment Methods: Full Year 2017

Latin America Online Payment Methods: Full Year 2017

Middle East and Africa Online Payment Methods: Full Year 2017

July 2018

March 2018

September 2018

October 2018

October 2018

September 2018

September 2018

September 2018

October 2017

September 2018

June 2018

March 2018

January 2018

July 2018

July 2018

June 2018

June 2018

July 2018

July 2018

July 2018

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€ 450

€ 1,950

€ 950

€ 1,950

€ 2,950

€ 1,950

€ 1,950

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UPCOMING RELATED REPORTS

REPORT PUBLICATION

DATE

PRICE*

North America B2C E-Commerce Market 2018

Global Omnichannel Retail Trends 2018

November 2018

November 2018

€ 950

€ 950


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LATIN AMERICA B2C E-COMMERCE MARKET 2018 · page charts latin america b2c e-commerce market 2018...

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