Digital Strategist. Regional Analyst. Journalist. Estratega digital. Analista regional. Periodista.
“Latin America saw a massive wave of digitalization in response to the COVID-19 pandemic, but its transformation is far from over,” said Matteo Ceurvels, EMARKETER’s principal analyst for Latin America and Spain. “The pace of digitization has varied across the region, with Mexico emerging as a more mature outlier.”
Read MoreLatin America’s evolving political and economic landscape will drive transformation this year—particularly in booming digital markets like Mexico and Brazil. But even as growth and innovation expand, cross-border and social media challenges may present hurdles.
Read More"Advertisers are satisfied with retail media networks (RMNs), but challenges around measurement, attribution, and industry standardization persist," said EMARKETER's Matteo Ceurvels. "Retailers that address these pain points and align with advertisers’ top priorities will position themselves for success as competition for ad dollars intensifies."
Read MorePeru will be the fifth-largest retail ecommerce market in Latin America in 2024. Ongoing political instability and social unrest have dampened consumer confidence and spending over the past two years. However, "Peru shows great potential to become a formidable multibillion-dollar ecommerce player in the region as consumers increasingly embrace online shopping," said EMARKETER's Matteo Ceurvels.
Read MoreMexico will rank among the world’s five fastest-growing retail ecommerce markets this year. "The country will sustain double-digit sales growth through 2026 before dipping into single-digit growth territory in the latter years of our forecast period as ecommerce adoption matures," said EMARKETER's Matteo Ceurvels.
Read MoreColombia will be the sixth-largest retail ecommerce market in Latin America in 2024. “Ongoing economic challenges will decelerate growth into single-digit territory, but we expect a rebound in 2025 as conditions improve, making Colombia a key emerging market to watch,” said EMARKETER’s Matteo Ceurvels.
Read MoreImproving macroeconomic conditions have increased consumers’ purchasing power and fostered a renewed sense of optimism about the state of the Chilean economy. “This confluence of factors will help fuel a rebound in online sales growth this year after two consecutive years of double-digit declines,” said EMARKETER’s Matteo Ceurvels.
Read More“Several factors will fuel Brazil’s double-digit growth through 2024 and beyond, including more favorable macroeconomic conditions, an increased shift online across most major product categories, and the broader democratization of ecommerce among consumers from all walks of life,” said EMARKETER’s Matteo Ceurvels.
Read MoreArgentina’s ongoing macroeconomic challenges and triple-digit inflation rates have curbed online consumer spending, “but pockets of real growth opportunities still exist for those who know where to look,” according to EMARKETER’s Matteo Ceurvels.
Read MoreLatin America’s ecommerce landscape is incredibly nuanced, shaped by the unique market dynamics of its major economies, according to EMARKETER. Argentina, Brazil, Chile, Colombia, Mexico, and Peru will each contribute distinctively to the region’s overall growth outlook. They reflect a diverse tapestry of consumer behaviors, varying stages of digital adoption, economic recovery, and the impact of leading ecommerce players in each market.
Read MoreBrazil bans X, targeting its free-speech stance. Elon Musk’s companies face mounting pressure to comply with local laws or face operational bans and monetary losses.
Read MoreThe Disney-Mercado Libre tie-up comes as retail media is set to reach fresh highs in Latin America, giving the Google-Meta ad duopoly a run for its money. Mercado Libre will fuel much of the growth as it accounts for more than half of the region’s total retail media ad outlays. Mercado is harnessing new technologies to compete for marketing dollars that have been difficult to attain.
Read More“An early market mover, Mercado Libre is beating Amazon at its own game in Latin America,” says EMARKETER principal analyst Matteo Ceurvels. The former is expected to represent more than half of all retail media ad spending in the region, while the latter continues to lose share to local players in Brazil and Mexico.
Read MoreRetail media ad spending in Latin America will triple in size between 2024 and 2028, rising from $1.84 billion to $5.45 billion, and representing 15.6% of the region’s digital ad market. Although the majority of retail media ad spending is concentrated in the region’s two largest economies, Brazil and Mexico, several major retailers are making their ad offerings available in smaller yet lucrative markets, like Chile, Colombia, and Peru, writes EMARKETER analyst Matteo Ceurvels.
Read MoreRetail media is taking Latin America by storm as advertisers anticipate the cookieless future. With more robust ad formats and solutions emerging, retail media spending will rise to nearly $2 billion in 2024, according to our inaugural EMARKETER forecast.
Read MorePix is a state-owned instant payments system in Brazil that allows people, companies, and government entities to make money transfers 24 hours a day, seven days a week, in a matter of seconds. Its immense popularity has dethroned cash as king and is putting card networks and Brazil’s three-decades-old cash-based payment voucher—the boleto bancário—on notice.
Read MoreIn an excerpt from Insider Intelligence | eMarketer’s recent deep dive into Latin American trends to watch for 2024, principal analyst Matteo Ceurvels shares how businesses will formalize their relationships with AI in the coming year to get an edge on their competitors and drive success.
Read MoreInsider Intelligence | eMarketer anunció la publicación de su informe anual sobre las principales tendencias de este año en publicidad, comercio y retail media en América Latina. La edición 2024 del informe revela nuevos pronósticos e investigación primaria y destaca cinco tendencias que, según el analista principal Matteo Ceurvels, redefinirán el mercado regional en los próximos meses.
Read MoreInsider Intelligence | eMarketer announces the publication of its annual report on this year’s top advertising, commerce, and retail rends to watch in Latin America. The 2024 edition features a treasure trove of brand-new proprietary forecast and primary research data and highlights 5 trends that principal analyst Matteo Ceurvels expects will redefine the regional market in the months ahead.
Read MoreOs motores de busca tradicionais perderam espaço na disputa pela preferência dos consumidores que pesquisam produtos para comprar pela internet. Segundo estudo do eMarketer | Insider Intelligence, realizado pelo Livepanel, os sites de varejo são hoje a principal fonte de pesquisa de produtos entre os latino-americanos, à frente, inclusive, das redes sociais.
Read More