Latin America B2C E-Commerce Market 2017

  • ID: 4426078
  • Report
  • Region: America, America (exc North), Latin America
  • 121 pages
  • yStats GmbH & Co. KG
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Latin America Projected to Outpace North America and Europe in B2c E-Commerce Growth Rate

FEATURED COMPANIES

  • Alibaba Group
  • Cnova
  • Exito Groupon
  • Liverpool
  • Mercado Libre
  • Via Varejo
  • MORE

Compared to regions such as North America and Europe where the online portion of total retail is a percentage in the low teens, the low single digit online sales in Latin America indicates a huge potential for growth. In fact, the growth rate of B2C E-Commerce is predicted, through research cited in the report, to outpace the growth in the mature markets through the next five years, due to increasing internet penetration as well as improvement in the delivery and payment infrastructure in the region. The leading nation in online retail sales of the region is Brazil but other countries such as Colombia and Mexico will see faster growth rates of online sales. MercadoLibre, an Argentina-based online marketplace leads E-Commerce throughout Latin America.  

Shopping through a mobile device, especially smartphones, is a key component of the growth in online retail in the region. Surveys cited in the report indicate that M-Commerce is increasing at a much faster rate than E-Commerce in general, as shoppers appreciate the convenience of purchasing through their phone.

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?

Key Findings

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 MCommerce 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 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.

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FEATURED COMPANIES

  • Alibaba Group
  • Cnova
  • Exito Groupon
  • Liverpool
  • Mercado Libre
  • Via Varejo
  • MORE

1. Management Summary

2. Regional Overview
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

3. 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

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. Product
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

4. 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

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

4.4. Internet Users & Online Shoppers
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

5. 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

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

5.4. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 - 2016
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

6. Colombia
6.1. Overview
B2C E-Commerce Overview and International Comparisons, September 2017

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

6.4. Internet Users & Online Shoppers
Internet Penetration, in % of Individuals, 2011 - 2016
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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  • Alibaba Group
  • Amazon.com Inc
  • B2W Digital
  • Cnova
  • Dafiti
  • eBay Inc
  • Exito Groupon
  • Falabella Groupo
  • Linio
  • Liverpool
  • Magazine Luiza
  • MasterCard
  • Mercado Libre
  • PayPal
  • Rocket Internet SE
  • Via Varejo
  • Visa Inc.
  • Wal-Mart Stores Inc.
  • Walmart Brasil
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