LATIN AMERICA B2C E-COMMERCE MARKET 2017 · latin america b2c e-commerce market 2017 publication...

LATIN AMERICA B2C E-COMMERCE MARKET 2017 PUBLICATION DATE: OCTOBER 2017

PAGE 2 GENERAL INFORMATION I PAGE 3 KEY FINDINGS I PAGE 4-8 TABLE OF CONTENTS I PAGE 9 REPORT-SPECIFIC SAMPLE

CHARTS I PAGE 10 METHODOLOGY I PAGE 11 RELATED REPORTS I PAGE 12 CLIENTS I PAGE 13-14 FREQUENTLY ASKED QUESTIONS

PAGE 15 ORDER FORM I PAGE 16 TERMS AND CONDITIONS

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PRODUCT DETAILS Title:

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Latin America B2C E-Commerce Market 2017

Report

B2C E-Commerce

Latin America

Argentina, Brazil, Colombia, Mexico

English

PDF & PowerPoint

121

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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?

SECONDARY MARKET

RESEARCH

Our reports are exclusively based on secondary market research. Our researchers derive

information and data from a variety of reliable published sources and compile the data into

understandable and easy-to-use formats.

ADVANTAGES Maximum Objectivity

Reliable Sources

Up-To-Date Analysis

Boardroom-Ready PowerPoint Presentations

Guidance For Strategic Company Decisions

LATIN AMERICA B2C E-COMMERCE MARKET 2017

LATIN AMERICA PROJECTED TO OUTPACE NORTH AMERICA AND EUROPE

IN B2C E-COMMERCE GROWTH RATE

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 M-

Commerce 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

yStats.com 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 by yStats.com.


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MANAGEMENT SUMMARY

OVERVIEW & INTERNATIONAL COMAPRISON

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

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

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TABLE OF CONTENTS (1 OF 5)

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BRAZIL (CONT.)

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. PRODUCTS

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

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

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MEXICO (CONT.)

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


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

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



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ARGENTINA (CONT.)

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



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

COLOMBIA

6.1. OVERVIEW

B2C E-Commerce Overview and International Comparisons, September 2017



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COLOMBIA (CONT.)

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



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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REPORT-SPECIFIC SAMPLE CHARTS

GENERAL METHODOLOGY OF OUR MARKET REPORTS Secondary Market Research

The reports are compiled based on secondary market research.

Secondary research is information gathered from previously published

sources. Our reports are solely based on information and data acquired

from national and international statistical offices, industry and trade

associations, business reports, business and company databases,

journals, company registries, news portals and many other reliable

sources. By using various sources we ensure maximum objectivity for all

obtained data. As a result, companies gain a precise and unbiased

impression of the market situation.

Cross referencing of data is conducted in order to ensure

validity and reliability.

The source of information and its release date are provided on

every chart. It is possible that the information contained in one chart is

derived from several sources. If this is the case, all sources are mentioned

on the chart.

The reports include mainly data from the last 12 months prior

to the date of report publication. Exact publication dates are mentioned in

every chart.

Definitions

The reports take into account a broad definition of B2C E-

Commerce, which might include mobile commerce. As definitions may

vary among sources, exact definition used by the source (if available) is

included at the bottom of the chart.

Chart Types

Our reports include text charts, pie charts, bar charts, rankings,

line graphs and tables. Every chart contains an Action Title, which

summarizes the main idea/finding of the chart and a Subtitle, which

provides necessary information about the country, the topic, units or

measures of currency, and the applicable time period(s) to which the data

refers. With respect to rankings, it is possible that the summation of all

categories amounts to more than 100%. In this case, multiple answers were

possible, which is noted at the bottom of the chart.

Report Structure

Reports are comprised of the following elements, in the following

order: Cover page, preface, legal notice, methodology, definitions, table of

contents, management summary (summarizing main information

contained in each section of report) and report content (divided into

sections and chapters). When available, we also include forecasts in our

report content. These forecasts are not our own; they are published by

reliable sources. Within Global and Regional reports, we include all major

developed and emerging markets, ranked in order of importance by using

evaluative criteria such as sales figures.

Notes and Currency Values

If available, additional information about the data collection, for

example the time of survey and number of people surveyed, is provided in

the form of a note. In some cases, the note (also) contains additional

information needed to fully understand the contents of the respective data.

When providing information about amounts of money, local

currencies are most often used. When referencing currency values in the

Action Title, the EUR values are also provided in brackets. The conversions

are always made using the average currency exchange rate for the

respective time period. Should the currency figure be in the future, the

average exchange rate of the past 12 months is used.

METHODOLOGY OF OUR LATIN AMERICA B2C E-COMMERCE MARKET 2017

Report Coverage

This report covers the B2C E-Commerce market in Latin

America. Four major markets in this region are covered, including

Argentina, Brazil, Colombia and Mexico. A broad definition of retail E-

Commerce used by some original sources cited in this report might

include both B2C and C2C E-Commerce.

The report contains relevant information about international

comparisons, market trends, B2C E-Commerce sales and shares, Internet

users and shoppers, products, payment methods, delivery and players.

Report Structure

The report starts with an overview of the regional E-Commerce

market, regional and country comparisons in terms of criteria relevant to

B2C E-Commerce, such as sales and Internet penetration. The rest of the

report is divided into country chapters, presented in the descending order

of retail E-Commerce sales. Data availability varied by country.

Each country description starts with an overview of the market,

highlighting the overall B2C E-Commerce development in the respective

countries.

Next, the “Trends” section includes an overview of market trends,

such as M-Commerce and cross-border online shopping.

The section “Sales & Shares” covers the development of retail

B2C E-Commerce sales and E-Commerce’s share of total retail sales.

In the “Users & Shoppers” section, information about Internet

penetration and online shoppers is included.

Afterwards, the section “Products” shows the leading product

categories purchased online.

The next section, “Payment”, covers the payment methods most

used by online shoppers.

Furthermore, the “Delivery” section covers information related to

delivery in B2C E-Commerce.

Finally, the “Players” section includes information about the

leading B2C E-Commerce companies, including rankings of top online

shopping platforms by sales, website visits, awareness and usage rates by

online shoppers, where available.


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Brazil B2C E-Commerce Market 2017

Mexico B2C E-Commerce Market 2017

Latin America Online Payment Methods: Full Year 2016

Global Online Payment Methods: First Half 2017

Global Cross-Border B2C E-Commerce Market 2017

Global M-Commerce 2017

Global Online Travel Market 2016

Global Clothing B2C E-Commerce Market 2016

Russia B2C E-Commerce Market 2017

Turkey B2C E-Commerce Market 2017

Poland B2C E-Commerce Market 2017

South Korea B2C E-Commerce Market 2017

India B2C E-Commerce Market 2017

China B2C E-Commerce Market 2017

Indonesia B2C E-Commerce Market 2017

Thailand B2C E-Commerce Market 2017

Western Europe B2C E-Commerce Market 2017

Europe B2C E-Commerce Market 2017

Asia-Pacific B2C E-Commerce Market 2017

Southeast Asia B2C E-Commerce Market 2017

September 2017

October 2017

March 2017

August 2017

February 2017

June 2016

October 2016

August 2016

July 2017

July 2017

July 2017

June 2017

May 2017

May 2017

April 2017

April 2017

July 2017

July 2017

June 2017

May 2017

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UPCOMING RELATED REPORTS

REPORT PUBLICATION

DATE

PRICE*

Middle East B2C E-Commerce Market 2017

Global Online Payment Methods: Second Half 2017

Latin America Online Payment Methods: Full Year 2017

November 2017

January 2018

February 2018

€ 1,950

€ 1,950

€ 950


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