Latin America's B2C E-Commerce Market Projected to Outpace Developed Regions

LATIN AMERICA B2C E-COMMERCE MARKET 2017
PUBLICATION DATE: OCTOBER 2017
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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Latin America B2C E-Commerce Market 2017
Report
B2C E-Commerce
Latin America
Argentina, Brazil, Colombia, Mexico
English
PDF & PowerPoint
121
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QUESTIONS
ANSWERED
IN THIS REPORT
What was the market size of B2C E-Commerce in Latin America in 2016 and what is the projection
for 2021?
Which countries are leading in the region in terms of online sales and growth rate?
What are the drivers and barriers to B2C E-Commerce development in Latin America?
How are the trends of mobile and cross-border shopping evolving across the region?
Who are the key 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

LATIN AMERICA PROJECTED TO OUTPACE NORTH AMERICA AND EUROPE
IN B2C E-COMMERCE GROWTH RATE
B2C E-Commerce is still in early stages of development in Latin America,
characterized by a low one-digit share of total retail sales attributed to the online channel.
Due to this untapped potential, Latin America is projected to outpace the advanced markets
of North America and Europe in terms of B2C E-Commerce growth rate from 2016 to 2021,
according to a forecast cited in yStats.com’s report. In this period, rising Internet and
smartphone penetration rates, greater online payment security and development of M-
Commerce are projected to contribute to the growth of online retail sales.
While Brazil remains by far the largest B2C E-Commerce market in Latin America,
smaller markets are leading the growth. Among them, Colombia is projected to achieve a
strong annual growth rate of over 20% through 2021. Consumers in this country appreciate
the many conveniences of E-Commerce, such as home delivery, but they are also wary of
online transaction security and payment safety, as revealed by recent surveys cited in the
yStats.com report. Another growth champion is Mexico, which ranks second in the region by
online sales volume. M-Commerce is among the key drivers of online retail expansion in
Mexico, as smartphone has become the leading device used by Internet users and more
than a third of online shoppers make purchases from their phones as of this year.
Mobile shopping is also an important trend in Brazil, where it reached around one-
quarter of E-Commerce transactions registered in early 2017. The leaders of M-Commerce
in terms of mobile shoppers’ reach in Brazil are MercadoLibre, Americanas.com and
AliExpress. MercadoLibre is a leading Latin American online marketplace based in
Argentina. In its home country, MercadoLibre’s website and app occupied the first and
second ranks respectively by number of orders received in H1 2017, according to a ranking
included in this report by yStats.com.
3

MANAGEMENT SUMMARY
OVERVIEW & INTERNATIONAL COMAPRISON
 Breakdown of Global B2C E-Commerce Sales by Region, in %, 2016 & 2021f
 Global B2C E-Commerce Sales, in USD billion, B2C E-Commerce Share of Total Retail Sales, in %, and CAGR, in %, by
Region, 2011, 2016 & 2021f
 Global Online Travel Sales, by Region, in USD billion, and CAGR, in %, 2015 – 2020f
 Breakdown of Retail E-Commerce Sales in Latin America by Country, in %, 2016e
 B2C E-Commerce Sales in Selected Countries in Latin America, in USD billion, 2015 & 2020f, and CAGR, in %, 2015-
2020f
 M-Commerce and E-Commerce Sales CAGR in Selected Countries in Latin America, in %, 2015-2019f
 Internet Penetration in Selected Countries in Latin America, in % of Individuals, 2016
 Audience Reach of Retail and Travel Website Categories in Selected Countries in Latin America, in % of Unique
Visitors on PC/Laptop, 2016
 Number of Smartphone Users in Selected Countries in Latin America, in millions, 2014-2020f
 Mobile Shopper Penetration, by Total and Via App, in % of Internet Users, by Region, March 2016
 Share of Online Purchases Imported from Other Regions, in %, by Region, 2016
 Breakdown of Online Shoppers, by Domestic Shoppers Only, Domestic and Cross-Border Shoppers, and Cross-
Border Shoppers Only, in %, by Argentina, Brazil, Chile, Mexico, and Peru, October 2016
 Breakdown of E-Commerce Sales by Payment Methods, in %, 2017e
 Payment Methods Used in Online Shopping, in % of Online Shoppers With Bank Account, by Brazil, Chile, Colombia,
Dominican Republic, Mexico and Peru, July 2016
 Top 10 E-Commerce Websites by Unique Visitors, by Argentina, Brazil, Chile, Colombia, Mexico and Venezuela,
October 2016
BRAZIL
3.1. OVERVIEW
 B2C E-Commerce Market Overview, September 2017
3.2. TRENDS
 M-Commerce Sales Share of B2C E-Commerce Transactions, in %, January 2011 – January 2017
 B2C E-Commerce Conversion Rate, in %, by Computer and Mobile, Q1 2017
 Product Categories Purchased via Mobile, in % of Mobile Shoppers, September 2016
 Cross-Border Online Spending, in USD billion, and Year-on-Year Change, in %, 2013 - 2016
 Product Categories Purchased in Cross-Border Online Shopping, in % of Online Shoppers, 2016
3.3. SALES & SHARES
 B2C E-Commerce Sales, in BRL billion, and Year-on-Year Change, in %, 2011 - 2017f
 B2C E-Commerce Sales Forecasts, by 5 Comparative Estimates, in BRL billion and in USD billion, and CAGR, in %,
2015 - 2021f
 E-Commerce Share of Total Retail Sales, in %, 2016 & 2021f
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TABLE OF CONTENTS (1 OF 5)
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BRAZIL (CONT.)
3.4. INTERNET USERS & ONLINE SHOPPERS
 Internet Penetration, in % of Individuals, 2011 - 2016
 Number of Online Shoppers, in millions, and Year-on-Year Change, in %, 2013 - 2016
3.5. PRODUCTS
 Product Categories Purchased Online, in % of Online Shoppers, June 2017
 Top 10 B2C E-Commerce Product Categories by Share of Number of Purchases and Value of Sales, in %, 2016
 Share of Travel in E-Commerce Volume, by Accommodation and Transportation, in %, 2015 & 2020f
3.6. PAYMENT
 Payment Methods Preferred in E-Commerce, in % of Online Shoppers, June 2017
 Share of Top 10 B2C E-Commerce Payment Methods of Orders Placed and Approved Orders, in %, and Approval
Rate by Payment Method, in %, Q1 2017
3.7. DELIVERY
 Share of Online Purchases Made With Free Shipping, by Market Average and Top 10 Online Retailers, in %, Q1 2015 –
Q4 2016
 Motivational Factors in Online Shopping, incl. Delivery-Related, in % of Online Shoppers, June 2017
 Reasons to Give Up an Online Purchase, in % of Online Shoppers, June 2017
3.8. PLAYERS
 B2C E-Commerce Players Overview, September 2017
 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 %, 2015
 Top 10 E-Commerce Website Operators by Unique Visits, in millions, and Reach, in %, April 2017
 E-Commerce Apps or Websites Most Used for Mobile Shopping, in % of Mobile Shoppers, March 2016 & September
2016
MEXICO
4.1. OVERVIEW
 B2C E-Commerce Market Overview, September 2017
4.2. TRENDS
 Number of Internet Users by Device Used to Access the Internet, in millions, and Penetration, in % of Internet Users,
May 2015 & May 2016
 Breakdown of Last Online Purchase by Device Used, in % Online Shoppers, February 2017
 Product Categories Purchased Via Mobile Devices, in % of Mobile Shoppers, August 2016
 Omnichannel Shopping Behavior, in % of Internet Users, 2015 & 2016
 Breakdown of Online Shoppers by Cross-Border and Domestic Shoppers, in %, May 2016
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MEXICO (CONT.)
4.3. SALES & SHARES
 B2C E-Commerce Sales, in MXN billion, and Year-on-Year Change, in %, 2009 – 2015
 B2C E-Commerce Sales, in MXN billion, 2016 & 2021f
 B2C E-Commerce Share of Total Retail Sales, in %, 2016
 Number of Internet Users, in millions, and Penetration, in % of Individuals, 2011 - 2016
 Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, May 2015 & May 2016
 Online Shopper Penetration, in % of Internet Users, 2015 & 2016
 Top 3 Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, December 2016
 Top 3 Reasons for Shopping Online, in % of Online Shoppers, December 2016
4.5. PRODUCTS
 Product Categories Purchased Online, in % of Online Shoppers, May 2016
 Product Categories Purchased Online, in % of Online Shoppers, and Average Quarterly Online Spending per
Category, in MXN, 2015 & 2016
4.6. PAYMENT
 Top 10 Payment Methods Used in Online Shopping, in % of Online Shoppers, 2015 & 2016
 Reasons for Not Storing Credit/Debit Card Information With Online Shops, in % of Online Shoppers, 2015 & 2016
4.7. DELIVERY
 Breakdown of Important Factors Related to Delivery, in % of Online Shoppers, February 2017
4.8. PLAYERS
 B2C E-Commerce Players Overview, September 2017
 Top 5 Online Shops, by Visited and Purchased From, in % of Online Shoppers, February 2017
 Top 5 Companies by B2C E-Commerce Market Share, in %, 2011, 2012 & 2016
ARGENTINA
5.1. OVERVIEW
 B2C E-Commerce Overview and International Comparisons, September 2017
5.2. TRENDS
 Number of Smartphone Users, in millions, and Penetration, in % of Population, 2016 - 2021f
 M-Commerce Share of E-Commerce Companies’ Revenues, in %, 2015 & 2016
 Breakdown of Devices Used in Last Online Purchase, in % of Online Shoppers, 2016
 Breakdown of Online Shoppers by Domestic Only, Domestic & Cross-Border and Cross-Border Only, in %, October
2016
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ARGENTINA (CONT.)
5.3. SALES & SHARES
 Retail E-Commerce Sales, in ARS billion, by B2C and C2C, 2014 - 2016
 Retail E-Commerce Sales, in USD billion, 2015, 2016 & 2020f
 E-Commerce Share of Total Retail Sales, in %, 2016 & 2017f
 Information Technology Penetration, by Internet, Computer and Mobile Phone, in % of Individuals, by Age Group, Q4
2016
 Online Shopper Penetration, in % of Adult Internet Users, by Purchased at Least Once in the Past and Purchased in
the Previous 6 Months, December 2016
 Breakdown of Frequency of Shopping Online, in % of Online Shoppers, December 2016
 Top 5 Motivations to Purchase Online, in % of Online Shoppers, December 2016
 Perceived Disadvantages of Online Shopping, in % of Online Shoppers, 2015 & 2016
 Reasons for Not Shopping Online, in % of Internet Users Who Did Not Buy Online, 2016
5.5. PRODUCTS
 B2C E-Commerce Sales by Product Categories, in ARS billion, 2014 - 2016
 Product Categories Browsed and Purchased Online, in % of Internet Users, 2016
5.6. PAYMENT
 Breakdown of E-Commerce Sales by Payment Methods, in %, 2016
 Breakdown of E-Commerce Sales Paid in Installments by Number of Installments, in %, 2016
5.7. DELIVERY
 Preferred Delivery Methods, in % of Online Shoppers, December 2016
5.8. PLAYERS
 Top 25 E-Commerce Websites/Apps Ranked by Number of Orders Received, H1 2017
 Top 4 E-Commerce Websites, incl. Total Website Visits, in millions, Argentina’s Share of Total Visits, in %, and
Estimated Number of Website Visits from Argentina, in millions, August 2017
COLOMBIA
6.1. OVERVIEW
 B2C E-Commerce Overview and International Comparisons, September 2017
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COLOMBIA (CONT.)
6.2. TRENDS
 Devices Used to Access the Internet, in % of Adult Internet Users, August 2016
 Devices Used to Shop Online, in % of Online Shoppers, June 2016
 Product Categories Purchased via Mobile Device, in % of Mobile Shoppers, August 2016
6.3. SALES & SHARES
 B2C E-Commerce Sales, in USD billion, 2016 & 2021f
 B2C E-Commerce Sales, in USD billion, 2015 & 2020f
 E-Commerce Share of Retail Sales, in %, 2016e
 Online Shopper Penetration, in % of Adults, August 2016
 Activities Carried Out Online, in % of Internet Users, August 2016
6.5. PRODUCTS
 Product and Service Categories Purchased Online, in % of Online Shoppers, August 2016
 Top Categories Purchased Online, by Products and Services, in % of Online Shoppers, June 2016
6.6. PAYMENT
 Payment Methods Used in E-Commerce, in % of Online Shoppers, August 2016
6.7. DELIVERY
 Top 5 Motivations for Online Shopping, in % of Online Shoppers, August 2016
 Top 2 Factors in E-Commerce Delivery & Returns, in % of Online Shoppers, 2016
6.8. PLAYERS
 Most Visited E-Commerce Sites, by Audience Reach, in %, Q1 2016
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REPORT-SPECIFIC SAMPLE CHARTS

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 2017
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.
11

Brazil B2C E-Commerce Market 2017
Mexico B2C E-Commerce Market 2017
Latin America Online Payment Methods: Full Year 2016
Global Online Payment Methods: First Half 2017
Global Cross-Border B2C E-Commerce Market 2017
Global M-Commerce 2017
Global Online Travel Market 2016
Global Clothing B2C E-Commerce Market 2016
Russia B2C E-Commerce Market 2017
Turkey B2C E-Commerce Market 2017
Poland B2C E-Commerce Market 2017
South Korea B2C E-Commerce Market 2017
India B2C E-Commerce Market 2017
China B2C E-Commerce Market 2017
Indonesia B2C E-Commerce Market 2017
Thailand B2C E-Commerce Market 2017
Western Europe B2C E-Commerce Market 2017
Europe B2C E-Commerce Market 2017
Asia-Pacific B2C E-Commerce Market 2017
Southeast Asia B2C E-Commerce Market 2017
September 2017
October 2017
March 2017
August 2017
February 2017
June 2016
October 2016
August 2016
July 2017
July 2017
July 2017
June 2017
May 2017
May 2017
April 2017
April 2017
July 2017
July 2017
June 2017
May 2017
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UPCOMING RELATED REPORTS
REPORT PUBLICATION
DATE
PRICE*
Middle East B2C E-Commerce Market 2017
Global Online Payment Methods: Second Half 2017
Latin America Online Payment Methods: Full Year 2017
November 2017
January 2018
February 2018
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