The social commerce market in Latin America is expected to grow by 12.7% on annual basis to reach US$194.3 billion in 2026.
The social commerce market in the region experienced robust growth during 2022-2025, achieving a CAGR of 16.3%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 10.2% during 2026-2031. By the end of 2031, the social commerce sector is projected to expand from its 2025 value of USD 172.4 billion to approximately USD 315.6 billion.
It breaks down market opportunities in the social commerce sector by type of domestic vs cross-border, type of social platform, type of payment method, business model, end-use consumer segment, and type of city. In addition, it provides a snapshot of consumer behaviour and retail spending dynamics. KPIs in both value and volume terms help in getting an in-depth understanding of end market dynamics.
The research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.
The social commerce market in the region experienced robust growth during 2022-2025, achieving a CAGR of 16.3%. This upward trajectory is expected to continue, with the market forecast to grow at a CAGR of 10.2% during 2026-2031. By the end of 2031, the social commerce sector is projected to expand from its 2025 value of USD 172.4 billion to approximately USD 315.6 billion.
Key trends and drivers
Turn the creator video into a product shelf in Brazil
- Brazil is moving from influencer marketing toward creator-led commerce with clearer transaction paths. The clearest recent example is YouTube Shopping’s affiliate program in Brazil, which allows eligible creators to tag products directly in videos, Shorts, and live streams, with Mercado Livre and Shopee as launch partners. That changes creator content from a traffic source into a product-discovery and sales surface.
- Platforms are trying to keep product research closer to the content experience, while retailers want access to creator audiences without relying only on traditional sponsored posts. In Brazil, YouTube’s setup shows that the market is moving toward an operational model integrating product catalogs, affiliate links, and creator content into a single workflow.
- More Brazilian merchants are likely to treat creators as a repeatable commerce channel, with commissions, tagged products, and live formats becoming part of normal selling operations. The implication is that creator commerce in Brazil should become more structured and measurable, especially in categories where product explanations matter before checkout.
Bring short-video merchandising inside marketplaces in Peru
- In Peru, social commerce mechanics are moving into marketplace environments, not staying on social platforms alone. Mercado Libre launched Clips in Peru, giving sellers a short-video format to present products and support purchase decisions within the marketplace. The format is designed to help shoppers understand products through motion, demonstration, and context rather than through static listings alone.
- Marketplaces are reacting to the same pressure facing social platforms: product discovery is becoming more visual, and sellers need more than search placement and price competition to convert shoppers. In Peru, Mercado Libre’s move shows that marketplace operators also want to capture attention earlier in the buying journey and hold it longer inside their own environment.
- This should spread across more Latin American marketplace journeys. Product video is likely to become part of standard merchandising in Peru, especially in categories where buyers want to see use cases, size, finish, or product behavior before purchasing. That points to a regional model in which marketplaces look more like media channels and social commerce borrows less from banner-style promotion and more from content-led merchandising.
Close the sale inside chat threads in Mexico
- Mexico is pushing social commerce deeper into messaging-led transactions. On WhatsApp, Meta introduced ads in Status so users can discover a business and start a conversation from the same surface, followed by centralized campaign management across WhatsApp, Facebook, and Instagram and expanded Business AI support for more businesses in Mexico. In parallel, a January 2026 AMVO publication framed payment links as a practical way to turn chat-based interactions into completed purchases.
- In Mexico, social commerce often starts with conversation rather than with a formal storefront. Merchants need a way to answer questions, confirm availability, send payment requests, and follow up without forcing shoppers through a long site-based journey. Meta’s recent WhatsApp updates and AMVO’s focus on payment links both point to the same operating logic: the conversation itself is becoming the selling environment.
- This should intensify, especially among smaller merchants and service-led categories, but it will also matter for larger retailers that need customer support and repeat-purchase flows. Mexico is likely to remain a market where social commerce is defined less by a single storefront and more by how well businesses connect discovery, chat, payment, and after-sales service in one sequence.
Build social commerce on local payment rails in Brazil and Colombia
- Social commerce in Latin America is increasingly reliant on payment infrastructure and operational trust. In Brazil, the Banco Central do Brasil flagged Pix for e-commerce and the launch of Pix Automático in 2025, and later described newer Pix features, such as contactless use and direct-debit-style recurring payments. In Colombia, Banco de la República says Bre-B entered operation in October 2025 as an interoperable instant-payments system, while Superfinanciera reported that non-presential channels continue to account for most operations.
- The region’s social commerce model cannot rely solely on content. Buyers need payment methods that work quickly, sellers need lower-friction collection tools, and platforms need trust if they want transactions to happen close to the point of discovery. Brazil’s Pix roadmap and Colombia’s Bre-B rollout both show that instant, interoperable, mobile-first payment systems are becoming part of the social-commerce foundation rather than a separate back-end issue.
- This should intensify across Latin America. The firms that gain ground will not be only those with audience reach, but those that combine content, payment, delivery, and service in a way that fits local buying habits. In practice, Brazil and Colombia point toward a regional market where social commerce becomes more operational and less dependent on attention alone.
Competitive Landscape
Over the next 2-4 years, competition should intensify most in Brazil and Mexico, where TikTok, Meta, YouTube, Mercado Libre, and Shopee are all building commerce layers. The likely winners will be platforms that connect creator reach, merchant onboarding, payments, and post-sale support. A single regional winner is unlikely; country structure will matter. That is an inference from how recent launches are clustering by market.Current State of the Market
- Move from scattered selling to platform competition. Latin America’s social commerce market is becoming more competitive as discovery, checkout, chat, and fulfillment are increasingly integrated. Mercado Libre said it gained market share in Brazil and Mexico in 2024 despite stiff competition, while TikTok Shop entered Mexico in February 2025 and Brazil in May 2025 with LIVE shopping, affiliate selling, storefronts, and in-app checkout. Meta also expanded commerce discovery on WhatsApp through ads in Status and business discovery tools.
Key Players and New Entrants
- Force incumbents to defend while new entrants redefine the point of sale. Mercado Libre remains the regional incumbent because it combines marketplace traffic, payments, logistics, and advertising. Meta remains central through WhatsApp, Instagram, and Facebook, especially in markets where commerce begins in conversation. TikTok Shop is the clearest new transactional entrant in Mexico and Brazil. YouTube is also moving closer to commerce in Brazil through its affiliate shopping program with Mercado Livre and Shopee.
Recent Launches, Mergers, and Acquisitions
- Compete through launches and partnerships more than acquisitions. In the last 12 months, the visible competitive moves have come mainly through launches and operating partnerships rather than headline regional M&A; this is an inference from the official announcements reviewed here. The main examples are TikTok Shop’s launches in Mexico and Brazil, YouTube Shopping’s Brazil rollout with Mercado Livre and Shopee, and Meta’s move to let advertisers manage WhatsApp, Facebook, and Instagram campaigns from one place while extending Business AI to more businesses in Mexico.
It breaks down market opportunities in the social commerce sector by type of domestic vs cross-border, type of social platform, type of payment method, business model, end-use consumer segment, and type of city. In addition, it provides a snapshot of consumer behaviour and retail spending dynamics. KPIs in both value and volume terms help in getting an in-depth understanding of end market dynamics.
The research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view of emerging business and investment market opportunities.
Report Scope
This report provides in-depth, data-centric analysis of social commerce. Below is a summary of key market segments.Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators, 2022-2031
Social Commerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators, 2022-2031
Social Commerce Industry Market Size and Forecast by Retail Product Categories, 2022-2031
- Clothing & Footwear
- Beauty and Personal Care
- Food & Grocery
- Appliances and Electronics
- Home Improvement
- Travel
- Hospitality
Social Commerce Industry Market Size and Forecast by End Use Consumer Segment, 2022-2031
- B2B
- B2C
- C2C
Social Commerce Industry Market Size and Forecast by End Use Device, 2022-2031
- Mobile
- Desktop
Social Commerce Industry Market Size and Forecast by Location, 2022-2031
- Domestic
- Cross Border
Social Commerce Industry Market Size and Forecast by Location, 2022-2031
- Tier-1 Cities
- Tier-2 Cities
- Tier-3 Cities
Social Commerce Industry Market Size and Forecast by Payment Method, 2022-2031
- Credit Card
- Debit Card
- Bank Transfer
- Prepaid Card
- Digital & Mobile Wallet
- Other Digital Payment
- Cash
Social Commerce Industry Market Size and Forecast by Platforms
- Video Commerce
- Social Network-Led Commerce
- Social Reselling
- Group Buying
- Product Review Platforms
Social Commerce Industry Market Size and Forecast by Consumer Demographics & Behaviour, 2025
- By Age
- By Income Level
- By Gender
- Social Commerce Market Share by Key Players, 2025
Reasons to buy
- Insights on Strategy & Innovation: Navigate through future direction of the social commerce industry market by understanding strategic initiatives taken by key players to gain market share and innovation.
- In-depth Understanding of Social Commerce Market Dynamics in Latin America: Understand emerging opportunities and future direction of the social commerce market, key drivers, and trends. Benefit from a detailed market segmentation with 50+ KPIs.
- Value and Volume KPIs for Accurate Understanding of Latin America: Value and volume key performance indicators (KPIs) help in developing an accurate understanding of market dynamics.
- Gain comprehensive insights with this bundled package, featuring 5 detailed reports encompassing 220 tables and 285 charts, providing in-depth regional and country-level analysis to support strategic decision-making.
- Competitive Landscape of Latin America: Get a snapshot of competitive landscape in social commerce sector with key players and market share in Latin America. Formulate Latin America strategy by gaining insights into the current structure of the market.
- Develop Strategies to Gain Market Share: Create and fine tune Latin America targeting strategy in the social commerce sector, identify growth categories and target specific segments across the value chain; evaluate important trends and risks unique to Latin America market.
- Deeper Understanding of Consumer Behaviour: Increase ROI by understanding how consumer attitudes and behaviours are evolving. Get a detailed view on retail spending dynamics across consumer segments in social commerce sector.
Table of Contents
1. About this Report
2. Ecommerce Industry Market Size and Future Growth Dynamics by Key Performance Indicators
3. Social Commerce Market Size and Future Growth Dynamics by Key Performance Indicators
4. Social Commerce Market Size and Forecast by Location
5. Social Commerce Market Size and Forecast by Product Categories
6. Social Commerce Market Size and Forecast by End Use Segment
7. Social Commerce Market Size and Forecast by End Use Device
8. Social Commerce Market Size and Forecast by Cities
9. Social Commerce Market Size and Forecast by Payment Method
10. Social Commerce Market Size and Forecast by Platforms
11. Social Commerce Market Size and Forecast by Contents
12. Social Commerce Market Size and Forecast by Consumer Demographics & Behaviour
14. Further Reading
List of Figures
List of Tables
Companies Mentioned
- YouTube
- Facily
- Zoop Brasil
- LTK
- ESCAPESwithYOU
- Chile 360
- Fantastic
- Elenas
- Valienta
- Sav.com
- Truekeo.com
Table Information
| Report Attribute | Details |
|---|---|
| No. of Pages | 355 |
| Published | March 2026 |
| Forecast Period | 2026 - 2031 |
| Estimated Market Value ( USD | $ 194.3 Billion |
| Forecasted Market Value ( USD | $ 315.6 Billion |
| Compound Annual Growth Rate | 10.2% |
| Regions Covered | Latin America |
| No. of Companies Mentioned | 13 |
