🛒 Global Retail Media Lead | LinkedIn Top Voice | Consultant | IAB Retail Media Committee | RETHINK Retail Top Retail Expert 2024 | Cannes Lions Juror | Ex. CitrusAd, Criteo, WPP & Omnicom | Marketing BSc & MBA
It's not often you see Amazon getting squeezed out on a retail media chart, but that's what EMARKETER are forecasting as other players in #LATAM get into the space to join Mercado Libre as their competitors across the region. #Brazil and #Mexico will attract the bulk of retail media ad spending in the region. As Latin America’s two largest retail and advertising markets, the countries’ influence on regional ad spending trends is significant. Combined, they account for more than 8 in 10 retail media ad dollars spent in the region, so developments in these two markets will inevitably dictate broader industry trends. Some key callouts: 🛒 Today #Brazil is ahead with $780 million vs #Mexico $720 million in 2024 🛒 But Mexico is emerging as a powerhouse, growing to $2.13 billion by 2028 🛒 Brazil is also set to grow, reaching $2.07 billion by 2028 🛒 Mercado Libre will become a $1 billion digital advertising player this year 🛒 That's double the amount in 2022, and set to represent 6.7% of LATAM's digital ad market by 2026 ($1.9 billion) 🛒 Brazil & Mexico will account for 82.1% of Mercado Libre's ad business #retailmedia #LATAM #LAC #LatinAmerica #Latinoamericanos #shoppermarketing #trademarketing #ecommerce #onlineshopping #retail #retailnews #amazon #mercadolibre Walmart de México y Centroamérica Mercado Livre Brasil Mercado Ads Amazon Ads Herik Mourão Cameline Grolli Pedro Torres Debs Jose Luis Sanchez Morales Maria Camila Forero Montoya Source: EMARKETER Insider Intelligence
Thanks for sharing my latest research, Roger Dunn! It’s always fascinating to cover how things are evolving in LATAM :). CC: Suzy Davidkhanian, Zia Daniell Wigder, Thalia Ferretti, Oscar Orozco, Vladimir Hanzlik
Amazing numbers.
We can attest to the close battle between Amazon and MercadoLibre/ MercadoLivre in Latam. Alejandro Castillo Merediz and Raphael Elan have troves of consumer research in both Mexico and Brazil showing what consumers are spending, what they're buying, where they're shopping, their relationship with social commerce and much more in PODEAN's latest research
Amazon is not the biggest everywhere. Look at Europe. Poland's biggest marketplace is Allegro, and the distance between them and all others is huge. The same goes for the Netherlands, where BOL is number one, Netonnet in Sweden, and eMag in Romania.
It’s amazing to see how big retail media has become in LAC and the size of the prize for the future
That's right, Roger! We have our own peculiarities here in Latam. After Brazil and Mexico, we have Chile and Colombia. We're also seeing the growth of Asian companies like Shopee, and local players are taking Retail Media seriously. It's great to watch and be a part of all this!
COTW Keanu Taylor
Brazil General Manager at Podean
2wMany changes are taking place on the Brazilian side. Over the past 12 months, we have witnessed several strategic changes involving Amazon and Mercado Livre. Notably, Mercado Livre has increased its 1P purchases in the second half of 2023, while Amazon has reduced and halted its soft-line purchases. Additionally, Mercado Livre has introduced new products in its advertising sector and launched a service mirroring Amazon's SVS. These changes indicate that we will continue to see significant shifts in the coming years as these companies strive to navigate the Brazilian market. This evolving landscape presents numerous opportunities for us as a marketplace agency. One thing is certain: the marketplace sector has never been this substantial!