Matteo Ceurvels
New York
Political Economist ⚖️📈. Journalist 👨🏻💻. World Traveler 🌎. Polyglot 🗣️. @emarketer. #LATAM #retail #ecommerce
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Articles by Matteo Ceurvels
The Future of Digital 2026: Latin America
AI is rapidly becoming a part of Latin America's digital economy. Strong consumer enthusiasm and growing business investment in AI will continue to accelerate adoption across the region, but differences in digital maturity will shape how quickly each market evolves.
Latin America Online Food Delivery Shopping Habits 2026
Food delivery from restaurants is central to Latin America's ecommerce market, but tightening consumer spending and new competition are changing the path to purchase. Our exclusive survey data and analysis examine the trends shaping the market in 2026.
Mexico Ecommerce Market Shares 2026
Retail ecommerce sales in Mexico will increase by $14.52 billion over the next two years. While Mercado Libre and Amazon will capture more than two-thirds of these incremental sales, a $4.52 billion opportunity remains up for grabs. This deck covers: Mexico’s ecommerce market by leading retailers’ market share Key shifts in market share between 2026 and 2028 White-space sales opportunities for retailers to grab market share
Brazil Ecommerce Market Shares 2026
Retail ecommerce sales in Brazil will grow by $22.54 billion over the next two years. While Mercado Livre and Amazon will capture more than three-quarters of these incremental sales, a $5.24 billion opportunity remains for smaller local and international retailers. This deck covers: Brazil’s ecommerce market by leading retailers’ market share Key shifts in market share between 2026 and 2028 White-space sales opportunities for retailers to grab market share
Latin America Ecommerce Market Shares 2026
Retail ecommerce sales in Latin America will grow by $54.45 billion over the next two years. While Mercado Libre and Amazon will capture roughly two-thirds of these incremental sales, a nearly $19 billion opportunity remains for small and medium-sized retailers. This deck covers: Latin America’s ecommerce market by leading retailers’ market share Key shifts in market share between 2026 and 2028 White space sales opportunities for retailers to grab market share
Brazil’s largest local retailers reveal diverging ecommerce strategies
The trend: Earnings from Brazil’s two largest local retailers—Casas Bahia and Magazine Luiza—in 2025 show how the country’s ecommerce market is shifting, with partnerships, retail media, and AI emerging as key growth engines. Zooming in: Ecommerce momentum is diverging. Casas Bahia’s online sales rose 12.1% last year to $3.33 billion (BRL 18.63 billion), marking a rebound after three consecutive years of declines.
Latin America Digital Shopping Habits 2026
The path to purchase is evolving as digital marketplaces, social commerce, and AI reshape consumer behavior. Exclusive data from our survey with Livepanel across six countries will help brands and retailers navigate an increasingly fragmented ecommerce landscape.
Latin America Digital Video Viewing Habits 2026
Latin America’s video market is nearing peak penetration as streaming dominates media time. Mobile-first behaviors, platform concentration, and the immense popularity of short-form video are reshaping online viewing habits—forcing advertisers and streaming services to rethink formats and monetization strategies.
Mexico Digital Advertising Trends Survey H1 2026
Mexico’s digital advertising industry is rapidly transforming as new formats, channels, and players emerge. Our third annual survey explores the market dynamics, challenges, and opportunities shaping how the country’s ad market will evolve during H1 2026.
Brazil Digital Advertising Trends Survey H1 2026
Brazil’s digital advertising industry continues to transform as new formats, channels, and players emerge. Our third annual survey explores the market dynamics, challenges, and opportunities shaping how the country’s ad market will evolve during H1 2026.
Middle East Trends to Watch in 2026
AI-first commerce will become the default for the region’s digitally savvy population AI enthusiasm will turn the Middle East into a hotspot for AI-generated advertising Tensions will rise between creators and the state as creator video viewing continues to surge
Latin America Trends to Watch in 2026
Rapid shifts in what consumers watch, how they search, and where they shop are reshaping Latin America’s digital economy. China’s growing influence is accelerating social commerce activity and microdrama viewership, AI tools are becoming central to product research, and consumers are demanding more authenticity amid an influx of synthetic content.
Eurovision 2025 delivers a noteworthy performance for brands
The news: Eurovision 2025 wasn’t just a win for Austria’s JJ, who took home the top prize with “Wasted Love.” The annual contest also delivered major wins for advertisers that tapped into the event’s cultural resonance. With over 160 million expected viewers worldwide, brands like Duolingo, Novartis, and easyJet used the moment to capture attention through playful, localized, and experience-driven campaigns.
Latin America’s retail-finance convergence presents a unique commerce media model few markets can match
Multi-industry players have the power to redefine the future of commerce media advertising. Unlike in the US, where retailers and FIs typically operate independently, many Latin American retailers act as financial services providers—offering credit lines, digital wallets, and other banking products to unbanked and underbanked consumers.
Latin America Retail Ecommerce and Digital Buyer Trends in 2024
Latin America Retail Ecommerce and Digital Buyer Trends in 2024 more Latin America’s ecommerce landscape is incredibly nuanced, shaped by the unique market dynamics of its major economies. 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.
Mercado Libre to command half of Latin America’s retail media market this year
The forecast: An early market mover, Mercado Libre is beating Amazon at its own game in Latin America. Launched in Q2 2009 as Mercado Libre Publicidad, then rebranded to Mercado Ads in September 2020, the regional ecommerce giant managed to gain a significant edge over Amazon in Latin America through years of multibillion-dollar investments into fortifying its retail flywheel.
Latin America Consumer Product Research Behaviors 2023
More than half of Latin America’s population ages 14 and older—or 264.8 million people—will make at least one digital purchase this year, per our forecast. Our regional flash survey delves deeper into consumers’ evolving online product research habits and attitudes toward sponsored product ads. The findings can help marketers better reach shoppers as competition for household budgets intensifies. Key Question: How are consumers’ product research behaviors changing, and how should marketers respond?
Latin America Ecommerce Forecast 2023
Last year, retail ecommerce sales growth in Latin America failed to outpace inflation for the first time since we began tracking the region in 2009. Despite high inflation and sluggish economic activity, we expect digital sales growth this year in several key markets we forecast. Key Question: What’s the outlook for retail and ecommerce sales in Latin America this year and beyond, and how will macroeconomic conditions affect consumer spending at the country level?
Latin America Retail Media Advertising Trends 2023
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. Key Question: How are retail media networks changing the paid media mix in Latin America?
Out-of-home, radio ads aid Latin America's traditional media spending rebound Original
The news: Traditional media ad spending in Latin America will return to pre-pandemic levels this year. As digital formats continue to gain more ad dollars, traditional media like radio and out-of-home advertising will still play an important role. Although its share of paid media outlays continues to decrease, we estimate traditional ad spending in Latin America will reach $15.85 billion by year-end, $4.6 million more than what advertisers spent in 2019. Recovery times will vary by country.
Latin America Ad Spending 2023
Five countries in Latin America will make the top 10 list for fastest digital ad spending growth worldwide. Digital’s takeover of traditional media marches on in Latin America. Some traditional formats will endure despite digital’s lead. Display will receive the lion’s share of digital ad spending. Video advertising is a force to be reckoned with in Latin America. Retail media is taking the digital advertising world by storm. What does this forecast mean for marketers in Latin America?
Latin America is a boon to Netflix’s global expansion efforts
Our research focuses on the five core coverage areas below. We apply our rigorous research methodology to our reports, charts, forecasts, and more to keep our clients at the forefront of key developments and trends before they hit the mainstream.
eMarketer Podcast: Around the World: How the king’s coronation and other major events will impact retail and marketing
Episode Transcript: Bill Fisher: Hello everyone. Welcome to Behind the Numbers Around the World, an eMarketer podcast made possible by Cint. It's Monday, April the 24th, and I'm your host, Bill Fisher. It's my absolute pleasure to welcome you all to Around The World, with the king's coronation, other major events and their impacts on retail and marketing.
Latin America poised for standout digital ad spending and ecommerce sales growth
Changing search habits: In much of the region, search engines have been supplanted by retailers’ websites as the starting point to find deals—a trend that doesn’t bode well for Google. In Brazil, for example, a report from Opinion Box and Americanas Advertising showed digital buyers preferred retailer brand websites over search engines by a margin of 62% to 50% when hunting for deals.
Mercado Libre’s retail ecommerce sales soar 21.5% in 2022
• Retail ecommerce sales grew by 21.5%, reaching $34.45 billion in 2022. Remarkably strong performances in Brazil and Mexico drove these gains, leading to incremental growth in market share in both countries. • Our forecast was largely on track with Mercado Libre’s results. Its reported full-year sales growth was slightly lower than the 22.6% expected, but our were still within a 0.9% margin of error. • Retail media is on fire.
Mercado Libre’s retail ecommerce sales soar 21.5% in 2022
• Retail ecommerce sales grew by 21.5%, reaching $34.45 billion in 2022. Remarkably strong performances in Brazil and Mexico drove these gains, leading to incremental growth in market share in both countries. • Our forecast was largely on track with Mercado Libre’s results. Its reported full-year sales growth was slightly lower than the 22.6% expected, but our were still within a 0.9% margin of error. • Retail media is on fire.
Latin America Social Media Outlook 2023
In 2023, Facebook and Twitter will experience strong declines in user growth as headwinds mount. Instagram and TikTok will benefit most from the exodus of users. • What do declines in Facebook and Twitter users mean for Latin America’s social media landscape? • Will up-and-coming platforms like Koo and Kwai displace any of their larger rivals—chiefly Twitter and TikTok? • What will marketers and advertisers need to watch for this year? WHAT’S IN THIS REPORT?
Latin America Trends to Watch for 2023
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. Retailers and advertisers will face turbulence in 2023, as GDP growth in Latin America comes to a halt and inflation remains high at 11.4%, per the International Monetary Fund (IMF).
Spotlight: Mercado Libre Forecast 2022
Mercado Libre is Latin America’s dominant retail ecommerce player. Although the ecommerce giant faces intense competition from other local players, multibillion-dollar investments will help the company grow and maintain its market share. Key Question: How are Mercado Libre’s retail ecommerce sales expected to fare over the next year?
How macroeconomic trends will impact consumer spending in Latin America this year
The largest economies will face “stagflation,” a period of slow economic growth coupled with high levels of inflation and unemployment. Brazil and Mexico (as well as Chile) will experience stagnant GDP growth of 2% or less this year, according to IMF projections. It downgraded its 2022 GDP growth outlook for Latin America from 3% in October 2021 to 2.5% as of April 2022. Rising gas prices will pinch consumers’ already constrained budgets.
Latin America Ecommerce Forecast 2022
Retail ecommerce spending in Latin America will begin to decelerate in 2022 after two years of record growth. Despite a return to in-store shopping and mounting economic headwinds—like high inflation—digital sales will continue to reach new heights. • How will macroeconomic conditions affect retail spending in Latin America this year? • In which countries are retail ecommerce and mcommerce sales growing the fastest? • What do these trends mean for retailers in Latin America? WHAT’S IN THIS REPORT?
Advertising for Latin American brands are pursuing more diversity in campaigns
Many consumers in Latin America are no longer content to let brands sit on the sidelines of tough conversations. Given the significant role advertising plays in shaping society, companies that embrace a social cause should stick to brand values. Loading Something is loading. Do you work in the Marketing, Media & Advertising industry? Get business insights on the latest tech innovations, market trends, and your competitors with data-driven research.
Retail media markets in Latin America
In Latin America, ad buys on ecommerce channels consist of lower-funnel actions like sponsored product ads. Although brands are shifting spending to more upper-funnel formats, such as sponsored display and video, these performance-driven formats will remain the cornerstone of marketers’ retail media strategies in the near term.
Latin America Retail Media Advertising 2022
Retail media, while still nascent, has become a boon for marketers in Latin America in an increasingly competitive digital landscape. Ecommerce is reaching new heights, and brands vying to reach intent-driven shoppers with the right message at the right time will turn to retail media networks for their marketing strategies in 2022. • How big is the retail media opportunity in Latin America? • Who are the leading retail media players in the region?
Advertising for Latin American brands are pursuing more diversity in campaigns
Many consumers in Latin America are no longer content to let brands sit on the sidelines of tough conversations. Given the significant role advertising plays in shaping society, companies that embrace a social cause should stick to brand values. Loading Something is loading. Email address By clicking ‘Sign up’, you agree to be contacted by Insider Inc.
TikTok now has more than 100 million users in Latin America
TikTok’s adoption has exploded in Latin America. In our inaugural forecast, we estimate that TikTok surpassed the 100 million user mark in the region last year. In 2022, users will surge 12.8% year over year (YoY) to 136.1 million. More than 3 in 10 internet users will be on the platform. The company’s growth trajectory in Latin America has been remarkable: In 2020, TikTok became the region’s third-largest social network, overtaking Twitter and Snapchat.
Latin America Social Network Users 2022
People in Latin America love social networks. Social media use in the region is nearly synonymous with internet usage. In 2022, Facebook, Instagram, TikTok, Snapchat, and Twitter will each gain new users, but certain platforms will fare better than others. • How many people in Latin America use social networks, and which countries are fueling growth? • What are the biggest trends in social platform usage in Latin America? • What do these trends mean for marketers in Latin America?
Third-party digital marketplace expansion means major ecommerce growth for Latin American retailers
Over the past two years, retail ecommerce in Latin America has experienced unprecedented growth. In 2020 alone, sales rose more than 60%, surpassing $100 billion—three years earlier than we had predicted in our Q4 2019 forecast—due to COVID-19 lockdown measures. Now, although people are returning to physical stores, consumers have fully embraced buying online, paving the way for long-term growth in the region. What's driving this growth?
Latin America trend 2022
Brands will need to look beyond climate change lip service and create strategies that address consumers’ specific concerns in each of the markets they operate. Social and sustainability issues are increasingly top of mind for consumers. Fully 94% of internet users in Latin America surveyed by Toluna for Sherlock Communications in August 2021 believed companies should be investing more in social and environmental initiatives.
eMarketer Podcast: Around the World with … Predictions for 2022
On today’s episode, we go around the world to look at what our analysts will be paying close attention to heading into 2022. Tune in to the discussion as eMarketer principal analyst Bill Fisher hosts senior researcher Man-Chung Cheung, senior analyst Matteo Ceurvels, and principal analysts at Insider Intelligence Karin von Abrams and Paul Briggs.
eMarketer Podcast: Around the World with ... The impact of Facebook’s outages
Don’t miss Brave New Worlds 2021, the virtual marketing and analytics event of the year! Brave New Worlds will be held virtually and free of charge on November 9 and 10. You’ll hear from today’s top minds in marketing, data, and analytics, including executives from Facebook, General Motors, Capgemini, Publicis, and more. Register Now!
Mobile will capture more than half of retail ecommerce sales in Latin America next year
The bigger picture: Broader internet access, including for consumers in more remote areas, has allowed consumers in Latin America to make purchases any time, anywhere from their mobile devices. The rise in mcommerce will be one of the main drivers of future retail ecommerce growth. For marketers in Latin America, mcommerce is rapidly gaining share.
eMarketer Podcast: Buying electronics differently, ESPN+'s rights deals, and is YouTube 'underwhelming'?
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Top 5 countries for retail ecommerce sales growth in 2021
This year, Latin America will continue to hold its No. 1 spot as the world’s fastest-growing regional retail ecommerce market, at 25.6%, before ceding it to the Middle East and Africa in 2022. Brazil, Argentina, and Mexico will each maintain a spot in this year’s top five fastest-growing retail ecommerce markets.
The next major challenge for grocery, marketers' social strategies, and Reels gets ads
Drive business growth with VTEX Commerce Platform. We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.
How payment behaviors are changing, Etsy buys Depop, and homeowner spending shifts
Drive business growth with VTEX Commerce Platform. We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.
eMarketer Podcast: Around the World with...Sustainable Shopping-Recommerce and local buying trends
Drive business growth with VTEX Commerce Platform. We help companies in retail, manufacturing, wholesale, groceries, consumer packaged goods and other verticals to sell more, operate more efficiently, scale seamlessly and deliver remarkable customer experience. Check out how Motorola, Stanley Black & Decker, L'Oréal and other brands are growing with us.
How brands in Latin America can leverage the power of advertising to address social causes
Many consumers in Latin America are no longer content to let brands sit on the sidelines of tough conversations. The events of 2020 have increased the public’s expectation that companies will take a stand on top-of-mind social issues, such as discrimination, poverty, and climate change.
Advertising for Latin American brands are pursuing more diversity in campaigns
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eMarketer Podcast: How fashion brands are navigating the pandemic, Walmart+ vs. Amazon Prime, and package theft
On today's episode, we discuss the pandemic challenges that fashion brands are facing, how female digital buyers have changed, and how social media strategies are evolving. We then talk about how engagement with brick-and-mortar retail is changing, how Walmart+ stacks up against Amazon Prime, how significant a problem porch piracy is, and whether in-garage delivery is the solution.
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