Latin America Trends to Watch for 2023: New Opportunities in Retail Media, Livestreaming Ecommerce, and AVOD

Latin America’s digital economy is bucking the global trend of slow growth. In 2023, expect changing search habits, rapid adoption of livestreaming ecommerce, and new ad-supported streaming options to accelerate the region’s digital transformation.

Suffice it to say that 2022 was an incredibly turbulent year for everyone. But as the old adage goes: one year ends, another begins. Our latest report delves intro 4 key trends that we’ll be following closely this year:

1. 2023 will have its own host of challenges, but Latin America's digital economy will remain resilient in the face of growing headwinds.
The growth of ecommerce and digital advertising in the region will exceed worldwide growth in 2023.

2. Consumers' evolving search habits will fuel retailmedia advertising.
Offsite advertising solutions will become a vital part of retailers' ad offerings this year—as the need to find new pockets of value intensifies—while brick-and-mortar stores will be their next frontier.

3. Livestreaming ecommerce will take off.
After finding success in Asia-Pacific, this relatively new shopping channel is rapidly gaining momentum in Latin America—particularly in countries like Colombia and Mexico.

4. Netflix will face an uphill battle with its ad-supported tier.
Its current subscribers are not interested in trading down, but the company does have an enormous opportunity to scale its ad-supported offering among Latin America’s lower and middle classes.

*Subscribers to eMarketer | Insider Intelligence can read the full report here.