Although the region poses challenges in the form of infrastructure issues with delivery, payments and broadband connectivity, Latin America offers plenty of room for growth and brand-building opportunities for foreign web merchants. In fact, e-commerce growth in Latin America is second only to the pace of growth in China—the 2014 Latin America 500 web merchants collectively grew their online retail sales 22.8% in 2013 to $17.94 billion from $14.61 billion.

In Brazil alone, Latin America's largest economy, e-commerce grew 28% to $12.82 billion in 2013 from $10.02 billion in 2012, according to Brazilian e-commerce and information technology research firm eBit. Brazil's 10 largest e-retailers—B2W Digital, Cnova, Wal-Mart Latin America, Netshoes, Máquina de Vendas, Magazine Luiza SA, Sariva e Siciliano SA, Fast Shop, TaQi and Dafiti BR—generated combined sales of $7.99 billion in 2013, up 23% from $6.50 billion, according to the Latin America 500 data.

Big web merchants are investing in e-commerce now because they see the next two to three years as a big chance to build market share, especially among the growing number of younger consumers—the median age of online shoppers in metropolitan Mexico is 30—who demonstrate high levels of social engagement with brands via their smartphones and access to the mobile web.

The 2014 Latin America 500 e-retailers hail from 21 countries total: 11 from Latin America, 6 from Europe, 3 from Asia and 1 in the United States.

Country

# of E-Retailers
in the Guide

Argentina

28

Brazil

298

Chile

19

China

10

Colombia

10

France

4

Germany

4

Mexico

62

Portugal

3

Spain

5

United Kingdom

4

United States

42

 

 

Other Countries

 

Bolivia

1

El Salvador

1

India

1

Italy

1

Peru

2

Sweden

1

Taiwan

1

Uruguay

2

Venezuela

1

Latin America proves to be a fertile e-commerce market for U.S. web merchants. Of the Latin America 500 e-retailers, 40 are U.S.-based, and collectively their 2013 online sales grew 26.89% last year. They include consumer brand manufacturers like Dell, Latin America's seventh-largest web retailer, and Apple, which claims the 14th spot in the rankings; web-only retailers such as Amazon, which grew its Latin American e-retail sales by a whopping 142.3% and now ranks 8th in that market; and American retail chains, including Victoria's Secret, which grew its web sales 16.5%. These are among the American e-retailing leaders reaping the rewards of their early forays into the dynamic e-commerce landscape to the south.

U.S. Web Merchants in Latin America 500

Retailer Name Share
Dell Inc. 26.62%
Amazon.com Inc. 24.38%
Apple Inc. 11.39%
Hewlett-Packard 9.08%
Native Instruments 4.04%
Netflix Inc. 2.90%
123RF.com 2.31%
Lexmark 2.05%
AutoDesk Inc. 1.60%
Clinique Brasil 1.18%
Office Depot México  1.15%
Avon Brazil 1.14%
Best Buy 1.12%
Liberty Interactive 1.10%
Norton Store 1.05%
Zazzle 0.90%
CyberLink 0.88%
adidas 0.85%
Victoria's Secret 0.72%
Art.com Inc. 0.56%
EncomendaGlobal 0.53%
Aikade.com 0.43%
Toys 'R' Us 0.39%
VentaUSA 0.39%
Jeunesse 0.36%
B&H Photo 0.34%
Musician's Friend 0.33%
NCH Software 0.31%
Tradercom USA 0.30%
Etsy 0.29%
Dabee Brazil 0.23%
CD Universe 0.21%
TioBeto.com 0.18%
W.W. Grainger 0.12%
Microsoft Store 0.12%
Abercrombie & Fitch 0.12%
Sephora Brasil 0.11%
MyFonts 0.09%
Ivendas.net 0.06%
Uline Inc. 0.06%
LATIN AMERICA 500 FACTS
21%

The compound annual growth rate of Brazilian e-commerce for the next four years

22.8%

How fast Latin America 500 web merchants grew in 2013

30%

How fast e-commerce in Mexico grew in 2013

26.9%

How much U.S. web retailers ranked in the Latin America 500 grew in 2013

Key Features

  • Sales Figures2013 online sales of Latin America’s 500 leading web merchants

  • Thorough AnalysisComplete financial, operations, performance details on each e-retailer

  • Comprehensive ScopeFeature articles cite trends for regional growth

  • Industry Contacts846 online retailing executives

See all features

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