FAQ: How Trump Tariffs on Latin American Imports Will Affect US Brands

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US President Donald Trump’s tariffs could reshape trade between the world’s largest economy and Latin America, with key partners like Mexico and Brazil at the center of the discussion. These changes will force US-based brands to navigate a web of rising costs, supply chain disruptions, and growing competition from local, Asian, and European players. This FAQ examines how Trump’s erratic trade policies could affect US brands that do business with Latin America—and what steps they can take to prepare.

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The Future of Digital 2025: ​Latin America

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“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.”

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Retail Ecommerce and Digital Buyer Trends in 2024: Peru

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Peru 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.

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Retail Ecommerce and Digital Buyer Trends in 2024: Mexico​

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Mexico 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.

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Retail Ecommerce and Digital Buyer Trends in 2024: Colombia

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Colombia 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.

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Retail Ecommerce and Digital Buyer Trends in 2024: Chile​

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Improving 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.

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Latin America Retail Ecommerce and Digital Buyer Trends in 2024

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Latin 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.

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Mercado Libre to command half of Latin America’s retail media market this year

“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.

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Principales tendencias de América Latina para 2024: 5 tendencias clave que redefinirán el mercado publicitario en 2024

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Insider 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.

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Latin America Trends to Watch in 2024: 5 Ways Retail Media, Commerce, and AI Will Redefine the Regional Market

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Insider 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.

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Busca perde espaço para varejo na pesquisa para compras online

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Os 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.

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Latin America Consumer Product Research Behaviors 2023: The Buyer Journey Is Fast Evolving, and Marketers Need to Keep Up

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Insider Intelligence | eMarketer’s survey, conducted by Livepanel, explores how consumers in Latin America research products, the formats they prefer most, and the influence of sponsored product ads on their purchase decisions. It also provides marketers with actionable insights into how to best position their brands on the path to purchase.

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Latin America Retail Ecommerce Players H1 2023 Review and 2024 Outlook: Mercado Libre, Walmex, and Carrefour Carry the Regional Industry Forward as Others Struggle to Turn the Tide

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This is the latest installment in our ongoing series about retail ecommerce in Latin America. In this H1 2023 Insider Intelligence | eMarketer report, we provide updates for 12 companies in the region, as well as a summary of key trends and what they mean for the future of Latin America’s retail industry.

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Latin America Ecommerce Forecast 2023: Double-Digit Gains Endure as the Regional Economy Worsens

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Retail ecommerce sales in Latin America will reaccelerate this year. But with the region facing stagflation, consumers will carefully consider their purchases. Mercado Libre will dominate the region’s ecommerce market. Get the latest figures and expectations in this new Insider Intelligence | eMarketer forecast by Matteo Ceurvels.

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Latin America Retail Media Advertising Trends 2023: Digital’s Third Wave Brings a $1 Billion Opportunity to the Region

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Latin America’s $1 billion retail media market boasts some of the highest return on ad spending in the world. Amid worsening economic conditions, marketers are turning to retailers to deliver performance advertising and results at scale. Flush with data and innovative ad formats, several retail media frontrunners are already emerging—and revolutionizing the ad industry as we know it.

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Las ventas minoristas de ecommerce de Mercado Libre se disparan un 21.5% en 2022 en América Latina

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La noticia: A pesar de la persistente alta inflación y la creciente incertidumbre económica en América Latina, Mercado Libre generó casi $10 mil millones en ventas minoristas de ecommerce en el 4T de 2022. Sus inversiones en curso seguirán pagando dividendos a corto y largo plazo. La compañía sigue siendo una potencia regional y ha capeado los obstáculos macroeconómicos de América Latina mejor que la demás, según eMarketer | Insider Intelligence.

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Mercado Libre’s retail ecommerce sales soar 21.5% in 2022 across Latin America

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The news: Despite persistent high inflation and mounting economic uncertainty across Latin America, Mercado Libre generated nearly $10 billion in retail ecommerce sales in Q4 2022. Its ongoing investments will continue to pay dividends over the short and long terms. The company remains a regional powerhouse and has weathered Latin America’s macroeconomic headwinds better than most, per eMarketer | Insider Intelligence.

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