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1. LATIN AMERICA B2C E-COMMERCE MARKET 2018
PUBLICATION DATE: NOVEMBER 2018
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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Latin America B2C E-Commerce Market 2018
Report
B2C E-Commerce
Latin America
Brazil, Argentina, Mexico, Colombia
English
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QUESTIONS
ANSWERED
IN THIS REPORT
What is the size and the growth projections for B2C E-Commerce sales in Latin American countries?
Which important market trends affect the development of online retail in Latin America?
Which countries are leading in the region in terms of online sales and growth rate?
What are the preferred product categories and payment options of Latin American online
shoppers?
Who are the leading B2C 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 2018

3. M-COMMERCE DRIVES B2C E-COMMERCE GROWTH IN LATIN AMERICA
B2C E-Commerce in Latin America is still in the early stages of development, as online
retail sales volume of the region is among the lowest in the world. Growth potential exists
due to the high adoption of global E-Commerce trends, such as M-Commerce, cross-border
online shopping and omnichannel shopping. For example, M-Commerce in Latin America is
projected to grow faster than overall online retail sales due to increasing smartphone
penetration and mobile payment adoption.
E-commerce in Brazil continues to show positive growth and remains the largest
online retail market in Latin America. Despite a declining M-Commerce growth rate, mobile
transactions accounted for almost one-third of total online transactions last year. Brazilian
consumers mainly use mobile devices for researching products, as in 2017 the average
conversion rate on mobile was two times lower than on computer. Among the most
purchased categories via mobile devices are the low value products such as “clothes” and
“prepared food” and higher value “electronics”.
Mobile commerce, with a double-digit growth rate, is also a strong trend in Argentina,
where a fourth of online shoppers made their latest purchase via smartphone last year. The
MercadoLibre app was the most used shopping app in terms of number of orders received
in February 2018, followed by the Wish and Alipexpress apps. In Mexico and Colombia, M-
Commerce growth is driven by a high smartphone Internet user penetration, which is
almost two times higher than the laptop Internet user penetration.
Although the region has shown recent impressive results in M-Commerce, concerns
about transaction security, sharing of personal data, and delays in delivery or other
shipment issues remain the top barriers inhibiting the growth of E-Commerce in Latin
America.
LATIN AMERICA B2C E-COMMERCE MARKET 2018
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4. MANAGEMENT SUMMARY
OVERVIEW & INTERNATIONAL COMAPRISON
 Breakdown of Global Retail E-Commerce Sales by Regions, incl. Latin America, in %, 2017
 B2C E-Commerce Sales, by Desktop, Mobile and Total, in USD billion, and CAGR, in %, 2017 - 2022f
 Breakdown of Retail E-Commerce Sales in Latin America by Country, in %, 2017
 B2C E-Commerce Sales in Selected Countries in Latin America, in USD billion, 2017 & 2020f, and CAGR, in %, 2017-
2020f
 E-Commerce Penetration in Selected Countries in Latin America, in % Total Retail Sales, 2018f
 Year-on-Year E-Commerce Sales Growth in Selected Countries in Latin America, in %, 2017 vs. 2016 and 2018f vs.
2017
 Online Travel Sales, by Argentina, Mexico, Brazil, Other Countries of Latin America, in USD billion, and CAGR, in %,
2016 - 2021f
 Online Shopper Penetration, in % of Internet Users, by Region, 2017e
 Share of Transactions Conducted via Mobile, in % Online Transactions, by Region, Q2 2018
 Mobile Payment User Penetration, in % of Internet Users, by Regions and China, Q4 2015 & Q2 2017
 Breakdown of E-Commerce Transactions by Channel/ Device, in %, Q4 2017
 Cross-Border Online Shopper Penetration, by Selected Countries, in % of Online Shoppers, May 2018
 Use of Second Factor Authentication Systems in E-Commerce, incl. Methods Used and Attitude, in % of Banked
Online Shoppers, by Selected Countries, 2017
 Top 10 B2C E-Commerce Sites, by Unique Visitors, in millions, May 2018
BRAZIL
3.1. OVERVIEW
 B2C E-Commerce Market Overview, October 2018
3.2. TRENDS
 Breakdown of E-Commerce Transaction Volume, by Device Used, in % Transactions, February 2017
 M-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f
 M-Commerce Sales, in BRL million, Average M-Commerce Order Value, in BRL, and Number of Purchases, in millions,
Q1 2017 & Q1 2018
 B2C E-Commerce Conversion Rate, in %, by Computer and Mobile, 2017
 Product Categories Purchased via Mobile, in % of Mobile Shoppers, March 2018
 Cross-Border Online Spending, in USD billion, and Year-on-Year Change, in %, 2014 - 2017
 Cross-Border Online Shopper Penetration, in % of Internet Users in Brazil, October 2017
 Product Categories Purchased in Cross-Border Online Shopping, in % of Cross-Border Online Shoppers in Brazil,
2016 & 2017
 Breakdown of Frequency of Webrooming and Showrooming, in % of Online Shoppers, 2017
LATIN AMERICA B2C E-COMMERCE MARKET 2018
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BRAZIL (CONT.)
3.3. SALES & SHARES
 B2C E-Commerce Sales, in BRL billion, and Year-on-Year Change, in %, 2011 – 2018e
 B2C E-Commerce Sales Forecasts, by 4 Comparative Estimates, in BRL billion and in USD billion, and CAGR, in %,
2015 - 2022f
 E-Commerce Share of Retail Sales, in %, 2018f
 E-Commerce Share of Total Retail Sales, in %, 2018e & 2022f
3.4. USERS & SHOPPERS
 Internet Penetration, in % of Individuals, 2017 & 2022f
 Number of Online Shoppers, in millions, and Year-on-Year Change, in %, 2013 - 2017
3.5. PRODUCTS
 Product Categories Purchased Online, in % of Online Shoppers, May 2018
 Top 10 B2C E-Commerce Product Categories by Share of Number of Purchases and Value of Sales, in %, 2017
 Online Travel Sales, in USD billion, and in % Year-on-Year Change, 2016 – 2021f
3.6. PAYMENT
 Payment Methods Preferred in E-Commerce, in % of Online Shoppers, May 2018
 Share of Top 10 B2C E-Commerce Payment Methods of Orders Placed and Approved Orders, in %, and Approval
Rate by Payment Method, in %, 2017
 Breakdown of Payment Methods Used in M-Commerce, in % of Mobile Shoppers, August 2018
3.7. DELIVERY
 Share of Online Purchases Made With Free Shipping, by Market Average and Top 10 Online Retailers, in %, Q2 2016 –
Q2 2018
 Logistics Services Used, in % of Online Retailers, 2015 & 2017e
 Top 10 Factors Influencing Where to Make an Online Purchase, incl. Delivery-Related, in % of Online Shoppers, May
2018
3.8. PLAYERS
 Top 10 B2C E-Commerce Sites, by Unique Visitors, in millions, May 2018
 E-Commerce Apps or Websites Most Used for Mobile Shopping, in % of Mobile Shoppers, March 2017 & March 2018
 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 %, 2016
ARGENTINA
4.1. OVERVIEW
 B2C E-Commerce Overview and International Comparisons, October 2018
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LATIN AMERICA B2C E-COMMERCE MARKET 2017
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ARGENTINA (CONT.)
4.2. TRENDS
 M-Commerce Sales, in USD billion, and M-Commerce Share of Retail E-Commerce Sales, in %, 2017 - 2022f
 Breakdown of Devices Used in Last Online Purchase, in % of Online Shoppers, 2016 & 2017
 Cross-Border Online Shopper Penetration, in %, May 2018
 Top 3 Product Categories Purchased Cross-Border, in % Cross-Border Online Shoppers, May 2018
4.3. SALES & SHARES
 Retail E-Commerce Sales, in ARS billion, by B2C and C2C, 2014 - 2017
 Retail E-Commerce Sales, in ARS billion, 2008 - 2017
 B2C E-Commerce Share of Total Retail Sales, in %, 2017
4.4. USERS & SHOPPERS
 Information Technology Penetration, by Internet, Computer and Mobile Phone, in % of Individuals, by Age Group, Q4
2016 & Q4 2017
 Online Shopper Penetration, in % of Internet Users, in %, 2008 - 2017
 Breakdown of Frequency of Shopping Online, in % of Online Shoppers, 2016 & 2017
 Top 5 Motivations to Purchase Online, in % of Online Shoppers, 2017
 Perceived Disadvantages of Online Shopping, in % of Online Shoppers, 2016 & 2017
4.5. PRODUCTS
 B2C E-Commerce Sales by Product Categories, in ARS billion, 2014 - 2017
4.6. PAYMENT
 Breakdown of E-Commerce Sales by Payment Methods, in %, 2016 & 2017
4.7. DELIVERY
 Breakdown of Delivery Methods Used in E-Commerce, in % Deliveries, 2016 & 2017
 Breakdown of E-Commerce Shipments, by Delivery Time, in %, 2016 & 2017
4.8. PLAYERS
 Top 10 E-Commerce Websites/Apps Ranked by Number of Orders Received, February 2018
 Top 4 E-Commerce Websites, incl. Total Website Visits on Desktop and Mobile, in millions, Argentina’s Share of Total
Visits on Desktop, in %, September 2018
MEXICO
5.1. OVERVIEW
 B2C E-Commerce Market Overview, October 2018
LATIN AMERICA B2C E-COMMERCE MARKET 2017
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MEXICO (CONT.)
5.2. TRENDS
 Number of Internet Users by Device Used to Access the Internet, in millions, and Penetration, in % of Internet Users,
May 2016 & May 2017
 Product Categories Purchased Online by Device, in % of Online Shoppers, August 2017
 M-Commerce Sales, in USD billion, and Year-on-Year Change, in %, 2016 - 2021f
 Transactions Conducted via Mobile App, in % of Mobile Device Owners, August 2017
 Omnichannel Shopping Behavior, in % of Internet Users, July 2018
 Cross-Border Online Shopper Penetration, in % of Online Shoppers in Mexico, 2016 & 2017
 Top Countries/Regions for Cross-Border Online Purchases, in % of Cross-Border Online Shoppers in Mexico, 2016 &
2017
 Breakdown of Online Shoppers by Cross-Border and Domestic Shoppers, in %, May 2017
5.3. SALES & SHARES
 B2C E-Commerce Sales, in MXN billion, 2016 – 2018f & 2020f
 B2C E-Commerce Share of Total Retail Sales, in %, 2018f
5.4. USERS & SHOPPERS
 Number of Internet Users, in millions, and Penetration, in % of Individuals, 2011 - 2017
 Number of Online Shoppers, in millions, and Penetration, in % of Internet Users, May 2015 – May 2017
 Online Shopper Penetration, in % of Internet Users, July 2018
 Top 3 Reasons for Shopping Online, in % of Online Shoppers, December 2016 & July 2018
 Top 3 Reasons for Not Shopping Online, in % of Internet Users Who Do Not Shop Online, December 2016 & July 2018
5.5. PRODUCTS
 Product Categories Purchased Online, in % of Online Shoppers, May 2017
 Product Categories Purchased Online, in % of Online Shoppers, and Average Quarterly Online Spending per
Category, in MXN, 2016 & 2017
5.6. PAYMENT
 Online Payment Methods Used in E-Commerce, by Device Used, in % of Online Shoppers, August 2017
 Offline Payment Methods Used in E-Commerce, by Device Used, in % of Online Shoppers, August 2017
5.7. DELIVERY
 Actions Taken by Online Shoppers to Qualify for Free Shipping, in % of Online Shoppers, Q3 2017
5.8. PLAYERS
 Top 10 E-Commerce Sites, by Unique Visitors, in millions, May 2018
LATIN AMERICA B2C E-COMMERCE MARKET 2017
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COLOMBIA
6.1. OVERVIEW
 B2C E-Commerce Overview and International Comparisons, October 2018
6.2. TRENDS
 Devices Used to Access the Internet, in % of Internet Users, July 2017
 Breakdown of Devices Used in E-Commerce, in % of Online Purchases, 2017
6.3. SALES & SHARES
 B2C E-Commerce Sales, in COP trillion, 2016 & 2017
 E-Commerce Share of Retail Sales, in %, 2017
6.4. USERS & SHOPPERS
 Internet Penetration, in % of Individuals, 2016 & 2017
 Breakdown of Online Shoppers, by Age Group and Gender, in %, July 2017
 Online Activities Performed at Least Weekly, by Smartphone and Desktop/ Laptop, in % of Internet Users, April 2017
6.5. PRODUCTS
 B2C E-Commerce Sales by Product Categories, in COP billion, 2016 – 2018f & 2022f
6.6. PAYMENT
 Breakdown of Payment Methods Used in E-Commerce, in % of Online Shoppers, 2016 & 2017
 Breakdown of E-Commerce Card Payment Transactions, by Credit Card and Debit Card, in %, 2016 & 2017
6.7. DELIVERY
 Top Reasons for Not Shopping Online, incl. Delivery-Related, in % of Internet Users Who Do Not Shop Online, 2017
6.8. PLAYERS
 Top 20 E-Commerce Websites/Apps Ranked by Number of Orders Received, H1 2017
LATIN AMERICA B2C E-COMMERCE MARKET 2017
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LATIN AMERICA B2C E-COMMERCE MARKET 2018
REPORT-SPECIFIC SAMPLE CHARTS

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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 2018
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.
METHODOLOGY
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LATIN AMERICA B2C E-COMMERCE MARKET 2018

11. Global B2C E-Commerce Market 2018
Global E-Commerce Marketplaces 2018
Global B2B E-Commerce Market 2018
Global B2B Payment Trends 2018
Global Online Travel Market 2018
Global Cross-Border B2C E-Commerce 2018
Europe Cross-Border B2C E-Commerce 2018
Asia-Pacific Cross-Border B2C E-Commerce 2018
Latin America B2C E-Commerce Market 2017
Europe B2C E-Commerce Market 2018
Asia-Pacific B2C E-Commerce Market 2018
Africa B2C E-Commerce Market 2018
Middle East B2C E-Commerce Market 2018
Global Online Payment Methods: Full Year 2017
Global Alternative Online Payment Methods: Full Year 2017
Europe Online Payment Methods: Full Year 2017
APAC Online Payment Methods: Full Year 2017
North America Online Payment Methods: Full Year 2017
Latin America Online Payment Methods: Full Year 2017
Middle East and Africa Online Payment Methods: Full Year 2017
July 2018
March 2018
September 2018
October 2018
October 2018
September 2018
September 2018
September 2018
October 2017
September 2018
June 2018
March 2018
January 2018
July 2018
July 2018
June 2018
June 2018
July 2018
July 2018
July 2018
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€ 1,950
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€ 1,950
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€ 1,950
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UPCOMING RELATED REPORTS
REPORT PUBLICATION
DATE
PRICE*
North America B2C E-Commerce Market 2018
Global Omnichannel Retail Trends 2018
November 2018
November 2018
€ 950
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LATIN AMERICA B2C E-COMMERCE MARKET 2018
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