拉丁美洲移动电子商务市场调研和分析报告（英文版）-2024年1月上传培训课件

REPORTMobilecommerceinLatinAmericaCHAPTER

01OverviewRetailm-commerceaspercentageoftotalretaile-commercesalesworldwidein2022,byregionM-commerceshareoftotalretailonlinesalesworldwide2022,byregionShareoftotalretailonlinesales30%

40%0%10%20%50%60%70%80%79.9%90%Asia-PacificMiddleEast&AfricaWorldwide66.4%65.7%LatinAmerica59.4%WesternEurope46.8%Central&EasternEuropeNorthAmerica40.3%40.1%4Description:AsofJanuary2022,mobilecommerceaccountedfornearlytwo-thirds(65.7percent)ofallglobale-commerceretailsales.AsiaPacificexceededthisproportion,wheremobilesalesrepresentedabouteightoutofeverytendigitalsales.Ascanbeseeninthisgraph,theuseofmobiledevicesforonlineshoppingwasmoreprevalentinregionsoftheglobalsouth.ReadmoreNote(s):Worldwide;January2022Source(s):Ecomhub;eMarketerMobilee-commerceappsessiongrowthworldwidein2022,byregionGlobalmobilee-commerceappsessiongrowth2022,byregionPercentagechange0%5%10%15%20%25%LatinAmericaEurope,AfricaandMiddleEastWorldwide20%16%12%Asia-Pacific5%NorthAmerica1%5Description:In2022,LatinAmericaoutpacedotherregionsinmobilecommerceappsessiongrowthcomparedtothepreviousyear.Globally,theincreasewas12percentyear-over-year,whileNorthAmericawitnessedthelowestpercentagegrowth,standingatjustonepercent.ReadmoreNote(s):Worldwide;January2021toJanuary2023;changevs.prioryear/includesshopping,marketplace,anddealdiscoveryappsSource(s):adjust;eMarketer;InsiderIntelligenceMobilecommercemarketsizeinselectedLatinAmericancountriesin2022and2026(inbillionU.S.dollars)M-commercemarketsizeinLatinAmerica2022-2026,bycountry2022*2026**6051.55043.44029.6302010027.126.92115.1121211.46.96.7BrazilMexicoArgentinaPeruChileColombia6Description:Thesourceestimatesm-commercesalesamountedto29.6billionU.S.dollarsinBrazilthroughout2022.Thatfigurewasforecasttoincreaseby74percentandreach51.5billiondollarsby2026.Concurrently,themobilecommercemarketsizeinPeruwasprojectedtogrowfrom12billiondollarsin2022to21billiondollarsby2026.ReadmoreNote(s):2022;*Estimate.**Forecast.FigurescalculatedbySource(s):FIS;Worldpaybasedoninformationprovidedbythesource.ReadmoreMobilecommerceshareoftotalretailonlinesalesinselectedLatinAmericancountriesasof2022M-commerceshareofretailonlinesalesinLatinAmerica2022,bycountry50%47%46%45%40%35%30%25%20%15%10%5%43%38%37%36%0%BrazilMexicoColombiaPeruArgentinaChile7/statistics/1131811/latin-america-mobile-commerce-share-retail-online-by-countryAsofJanuary2022,m-commercerepresentedabout47percentofonlineretailsalesinBrazil,while46percentofe-commercepurchasesinMexicoweremadeusingamobiledevice.InMexico,smartphonepenetrationhasincreasedinthelastyears.ReadmoreNote(s):LAC;January2022Source(s):PPROShareofonlineshopperspurchasingviamobilephonesinselectedLatinAmericancountriesasofApril2022M-commercepenetrationrateinLatinAmerica2022,bycountry50%46%45%40%35%30%25%20%15%10%5%40%34%31%0%BrazilMexicoColombiaArgentina8Description:BrazilhadthehighestmobilecommercepenetrationrateinLatinAmerica.AccordingtoasurveyconductedinApril2022,approximately46percentofrespondentsfromBrazilreportedmakingonlinepurchasesusingtheirmobilephonesatleastonceaday.Mexicorankedsecond,with40percentofthepopulationregularlypurchasinggoodsandservicesthroughtheirmobilephones.ReadmoreNote(s):April2022;266,127*;18yearsandolderSource(s):YouGovAveragerevenueperdownloadofshoppingappsinselectedLatinAmericancountriesin2023(inU.S.dollars)ShoppingappaveragerevenueperdownloadinLatinAmerica2023,bycountryRevenueinU.S.dollars0510152025MexicoChile22.1111.75Brazil9.719.67ColombiaArgentinaPeru8.781.659Description:AmongtheLatinAmericancountriesconsidered,Mexicoexhibitedthehighestaveragerevenueperdownloadforshoppingappsin2023,surpassing22U.S.dollars.Chilefollowedwithapproximately11.8dollars,whilebothBrazilandColombiaregisteredalmost10dollarsinrevenueperappdownloadwithinthissegment.ReadmoreNote(s):LAC;October2023;estimatesSource(s):Averagecostperinstallation(CPI)ofshoppingappsinLatinAmericafrom2019to2022(inU.S.dollars)ShoppingappcostperinstallationinLatinAmerica2019-20224.03.43.53.02.52.01.51.00.50.01.421.361.06201920202021202210/statistics/1183432/average-cost-per-installation-shopping-apps-latin-americaAsofMay2022,theaveragecostperinstallation(CPI)forashoppingappinLatinAmericawas1.42U.S.dollars.Thisrepresentsareductionofalmost34percentcomparedtothecostrecordedthepreviousyear,whenitamountedto1.06U.S.dollars.ReadmoreNote(s):LAC;2019to2022Source(s):Liftoff;SingularCHAPTER

02MobileadoptionSmartphoneadoptionrateinLatinAmericain2022versus2030SmartphoneadoptionrateinLatinAmerica2022vs.2030100%93%90%80%70%60%50%40%30%20%10%0%79%2022203012Description:InLatinAmerica,smartphoneadoptionrateisexpectedtoreach93percentby2030,upfromapproximately80percentin2022.ReadmoreNote(s):LAC;2022;*ForecastReadmoreSource(s):GSMAIntelligenceNumberofsmartphoneusersinselectedcountriesinLatinAmericain2022(inmillions)NumberofsmartphoneusersinLatinAmerica2022,bycountryNumberofsmartphoneusersinmillions60

80

10002040120140160180BrazilMexico167.5498.54ArgentinaColombiaPeru37.1435.0822.95Chile16.9Ecuador11.559.018.476.455.09GuatemalaDominicanRepublicBoliviaCubaParaguayHonduras4.924.5613Description:Comparingthe20selectedregionsregardingthenumberofusersinthesmartphoneusersmarket,Brazilisleadingtheranking(167.54millionusers)andisfollowedbyMexicowith98.54millionusers.AttheotherendofthespectrumisBelizewith0.13millionusers,indicatingadifferenceof167.41millionuserstoBrazil.ReadmoreNote(s):CentralandSouthAmerica,Mexico;Jan1sttoDec31st2022;forecast/individualsofanyagewhoownatleastonesmartphoneandusethesmartphone(s)atleastoncepermonthSource(s):DigitalMarketInsightsNumberofmobileinternetusersinselectedcountriesinLatinAmericaasof3rdquarter2022(inmillions)NumberofmobileinternetusersinLatinAmerica2022,bycountry200176.531801601401201008096.486037.637.294016.88Chile200BrazilMexicoArgentinaColombia14Description:Asofthethirdquarterof2022,Brazilwashometomorethan176.5millioncellularandorWiFimobileinternetusers.Meanwhile,morethan96.4millionpeopleaccessedtheinternetviamobiledevicesinMexico,whereasthisnumberwasover37millioninArgentinaandColombia.MobiledeviceswereresponsibleforthelargestsharesofthewebtrafficinmostofthecountriesinLatinAmericaandtheCaribbean.ReadmoreNote(s):Q32022;cellularandorWiFimobileinternetusersSource(s):DataReportal;Kepios;Meltwater;WeAreSocialNumberofmobilebroadbandsubscriptionsinLatinAmericafrom2021to2028(inmillions)NumberofmobilebroadbandsubscriptionsinLatinAmerica2021-20289007908007107007006005004003002001000202120222028*15/statistics/218401/mobile-broadband-connections-in-latin-americaIn2022,thenumberofmobilebroadbandsubscriptionsinLatinAmericaamountedto710millionandthenumberisexpectedtoincreaseto790millionby2028.Worldwide,therewerenearlysevenbillionmobilebroadbandsubscriptionsin2022.

ReadmoreNote(s):LAC;June2023;*ForecastReadmoreSource(s):EricssonShareof5GinmobileconnectionsinLatinAmericain2030,bycountryShareof5GmobileconnectionsinLatinAmerica2030,bycountryShareof5Gmobileconnections0%10%20%30%40%50%60%70%80%90%BrazilChile77%68%Uruguay65%MexicoBolivia62%61%ParaguayPeru55%54%ArgentinaEcuador48%48%ColombiaCostaRicaDominicanRepublicPanama44%37%35%29%16Description:By2030,Brazilisexpectedtohavethehighestshareof5GmobileconnectionsinLatinAmerica,withthetechnologyaccountingfor77percentoftotalmobileconnectionsinthecountry.ChileandUruguayfollowedwitha68and65percentshare,respectively.ReadmoreNote(s):LAC;2022;Forecast;*ForecastReadmoreSource(s):GSMA;GSMAIntelligenceMonthlydatatrafficpersmartphoneinLatinAmericafrom2018to2028(ingigabytes)MonthlydatatrafficpersmartphoneinLatinAmerica2018-20284540353025201541.234.728.722.818.11410.91057.85.63.62.60201820192020202120222023*2024*2025*2026*2027*2028*17Description:ThemonthlydatatrafficpersmartphoneinLatinAmericaisforecasttoamountto14gigabytesin2023.Lookingaheadto2028,trafficisexpectedtoexceed41gigabytes.Onthegloballevel,thesenumbersarealsoprojectedtoincreaseintheupcomingyears.ReadmoreNote(s):LAC;2018-2022;*ForecastReadmoreSource(s):EricssonCHAPTER

03BrazilE-commercemarketsizeinBrazilin2022and2026,bydevice(inbillionU.S.dollars)E-commercemarketsizeinBrazil2022-2026,bydeviceDesktopMobile90807060504051.529.6302010026.522.42022*2026**19Description:Thesourceestimatedthat,in2022,m-commerceinBrazilgeneratednearly30billionU.S.dollarsinrevenue,whileonlineshoppingthroughdesktopdevicesgeneratedmorethan22billiondollars.Thesefigureswereforecasttoreach51.5billionand26.5billiondollarsby2026,respectively.Brazilistheleadingm-commercemarketinLatinAmerica.ReadmoreNote(s):Brazil;2022;*Estimate.**Forecast.FigurescalculatedbySource(s):Worldpaybasedoninformationprovidedbythesource.ReadmorePercentageofsmartphoneownerswhoboughtviamobileinBrazilfrom2015to2023ShareofsmartphoneownerswhoboughtviamobileinBrazil2015-2023100%90%95%93%91%90%85%80%80%70%60%50%40%30%20%10%0%71%71%41%201520162017201820192020202120222023*20Description:InAugust2023,about95percentofsurveyedsmartphoneownersinBrazilreportedhavingmadeatleastonepurchaseofaphysicalproductthroughamobilewebsiteorapp.Thismarkedasignificantincreasefrom2015whenonly41percentofrespondentsindicatedsimilarbehavior.Notably,thee-commerce'saveragerevenueperuser(ARPU)inBrazilexperiencedadeclinein2022.

ReadmoreNote(s):2015to2023;2,044*;internetuserswhoownasmartphone;*DataforAugust2023.Datapriorto2023wasretrievedfromearlierreleases.Tothequestion:"Vocêalgumaveznavidajáencomendoualgumamercadoriaatravésdeum[...]

ReadmoreSource(s):MobileTime;OpinionBoxFrequencyofpurchaseviamobileapporwebsiteinBrazilin2023MobileapporwebsitepurchasefrequencyinBrazil2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%50%EverydayAlmosteveryday2%6%AfewtimesaweekAfewtimespermonthAfewtimesperyearAlmostnever15%44%28%5%21Description:In2023,around44percentofmobileshoppersinBrazilengagedinthisactivitymonthly.Despitethegrowingpopularityofe-commerceinrecentyears,thepercentageofBrazilianmobileusersutilizingthisshoppingchannelonadailybasisremainscomparativelylow.ReadmoreNote(s):Brazil;August16to28.2023;1.932m-commerceusersSource(s):MobileTime;OpinionBoxMostpopularproductcategoriesinmobilecommerceinBrazilin2023MostpurchasedproductcategoriesviamobileinBrazil2023Shareofrespondents0%10%20%30%40%50%60%ClothingMeals51%42%Food36%MedicinesCosmetics&personalcareElectronics33%32%32%HouseholditemsHomeappliancesFashionaccessoriesBooks28%26%25%20%20%BeverageSportinggoodsToys18%14%14%FurnitureHandicraftproducts6%22Description:AbouthalfofmobileshopperssurveyedinBrazilinAugust2023orderedclothesusingamobilewebsiteorapp.Mealsandfood,werementionedby42and36percentofrespondents,respectively.Overall,90percentofsmartphoneownersinBrazilhadalreadyboughtviamobile.ReadmoreNote(s):August16to28.2023;1.932m-commerceusersSource(s):MobileTime;OpinionBoxMostusedappstomakepurchasesviasmartphoneinBrazilin2023Mostpopularm-commerceappsinBrazil2023Shareofrespondents0%5%10%15%20%25%ShopeeMercadoLivreiFood21%16%13%Amazon12%Shein5%Livelo5%5%MagazineLuizaAmericanasWhatsAppOthers3%3%17%23Description:AsofAugust2023,abouttwointensmartphoneownersinBrazilhadmadepurchasesthroughShopee'sapp.MercadoLivreandtheiFoodonlinedeliveryappwerethesubsequentchoices,with16and13percentofrespondents,respectively.Furthermore,aroundthreepercentofindividualsreportedplacingordersthroughWhatsApp.ReadmoreNote(s):August16to28.2023;1.932m-commerceusers;includesbothappsandsitesSource(s):MobileTime;OpinionBoxLevelofsatisfactionwithmobilecommerceinBrazilin2023SatisfactionlevelwithmobilecommerceinBrazil202360%50%55%40%33%30%20%11%10%1%0%0%VeryunsatisfiedUnsatisfiedIndifferentSatisfiedVerysatisfied24Description:Whenaskedabouttheirsatisfactionwiththeirmobileshoppingexperience,in2023,88percentofBrazilianssurveyedexpressedbeingsatisfied.While11percentsaidtheywereindifferent,onlyonepercentreportedfeelingunsatisfiedwiththeirshoppingexperience.ReadmoreNote(s):Brazil;August16to28.2023;1.932m-commerceusersSource(s):MobileTime;OpinionBoxMobilepaymentsbysituationinBrazilin2022MobilepaymentsbysituationinBrazil2022Shareofrespondents0%10%20%30%40%50%60%IwouldliketopaywithmysmartphoneallthetimeForeverydaypurchases(e.g.food)ForfoodanddrinksinrestaurantsForfoodanddrinksinbarsandcafésForadmissiontickets63%13%12%11%8%8%FortravelbookingFormajorpurchases(e.g.washingmachine)Forminorpurchases(e.g.decorationitems)ForpublictransportationticketsIdon'twanttopaywithmysmartphoneatallOther7%7%7%6%2%Don'tknow4%25Description:Whenaskedabout"Mobilepaymentsbysituation",mostBrazilianrespondentspick"Iwouldliketopaywithmysmartphoneallthetime"asananswer.63percentdidsoinouronlinesurveyin2022.ReadmoreNote(s):Brazil;fourwavesfrom05January2022to14December2022;2018respondents;18-64yearsSource(s):ConsumerInsightsCHAPTER

04MexicoE-commercemarketsizeinMexicoin2022and2026,bydevice(inbillionU.S.dollars)E-commercemarketsizeinMexico2022-2026,bydeviceDesktopMobile807060504043.426.9302026.610021.12022*2026**27Description:Estimatessuggestthatin2022,mobilecommercerevenuessurpassedonlineshoppingfromdesktopdevicesbyroughlysixbillionU.S.dollars.By2026,m-commercerevenuesareforecasttoalmostdoublethosefromdesktopdevices,amountingtoover43billiondollars.Mexicostandsasthesecond-largestm-commercemarketinLatinAmerica.ReadmoreNote(s):Mexico;2022;*Estimate.**Forecast.FigurescalculatedbySource(s):Worldpaybasedoninformationprovidedbythesource.ReadmoreNumberofdownloadsofshoppingappsinMexicofrom2017to2027(inmillions)NumberofshoppingappdownloadsinMexico2017-2027141210812.2911.610.779.788.597.1565.4443.3720.90.680.5902017201820192020202120222023202420252026202728Description:FollowingtheCOVID-19outbreakin2020,thenumberofshoppingappdownloadsinMexicoexperiencedasignificantsurge.In2023,thecountofappdownloadsinthiscategoryreachedalmost8.6million,afigureanticipatedtofurtherriseintheupcomingyears.ReadmoreNote(s):Mexico;2017to2027;estimatesSource(s):PreferreddevicesforonlineshoppinginMexicoin2023,bypurchasephasePreferreddevicesforonlineshoppinginMexico2023,bypurchasephaseShareofrespondentsTablet

Smartwatchorotherwearable40%

50%

60%Mobile20%Computer0%10%30%70%80%90%100%RequestproductinformationCompareproductpricesCheckreviewsorratingsCompletecheckoutTrackdeliveryContactcustomerservice29Description:Irrespectiveofthestageofthepurchaseprocess,onlineshoppersinMexicoconsistentlyfavormobilephonesastheirdeviceofchoice.Thispreferenceisparticularlypronouncedintheconcludingphasesofthetransaction,includingtaskssuchascompletingthecheckoutprocess,trackingdeliveries,andengaginginpost-purchasecommunicationwithcustomerservice.ReadmoreNote(s):February2023;1,004respondents;18yearsandolder;amongthosewhoshoponlineatleastonceamonthSource(s):CapterraPreferredchannelsformobileshoppinginMexicoin2023PreferredchannelsformobileshoppinginMexico2023Shareofrespondents0%5%10%15%20%25%30%35%40%45%44%50%MarketplacesappMarketplaceswebsiteCompanywebsiteCompanyapp33%10%8%Socialnetworks3%Nopreference2%30Description:Accordingtoasurveyconductedin2023,mobileshoppingpreferencesinMexicoleanheavilytowardsappsandmarketplacewebsites,with77percentofrespondentsfavoringtheseplatforms.Incontrast,18percentofsurveyedmobileshoppersexpressedapreferenceforcompanyappsandwebsites.ReadmoreNote(s):February2023;1,000mobileshoppers;18yearsandolderSource(s):CapterraMostpopularproductandservicepurchasecategoriesviamobileinMexicoin2023Mostpopularm-commercecategoriesinMexico2023Shareofrespondents30%0%10%20%40%50%60%70%ClothingElectronics62%55%FoodandbeveragesClothingaccessoriesShoes50%45%42%31/statistics/686736/mexico-mobile-retail-category-reachIn2023,sixoutoftensurveyedMexicansreportedpurchasingclothingthroughtheirmobiledevices.Additionally,55percentindicatedbuyingelectronicsviamobile,while50percentmadepurchasesoffoodandbeveragesthroughthesameplatform.ReadmoreNote(s):Mexico;February2023;1,000mobileshoppers;18yearsandolderSource(s):Capterra;Marketing4EcommerceMostpopularmobilecommerce-relatedactivitiesinMexicoin2022Mobileshopping-relatedactivitiesinMexico2022ShareofrespondentsYes,inwebbrowsers0%Yes,inmobileapp/s10%

20%15%Yes,inboth30%

40%24%20%Idon'tdothisatall50%

60%46%70%80%90%15%100%SetaspendingbudgetforyourshoppingTracktheenvironmentalfootprintofyourshoppingKeeptrackofyourdeliveriesandreturnsEnsurethattheproductsyoubuyareenvironmentallyfriendlyShareitemsyouintendtobuywithfriends/familyCreatelistswithitemsyouintendtobuy13%15%30%37%27%37%37%26%20%22%19%21%26%16%18%32%35%32%24%33%30%14%16%20%GetanoverviewofallyourpurchasesinthesameplaceSearchforshoppinginspiration22%26%34%29%Lookfordealsandpricepromotions33%31%24%2%3%Compareprices44%28%32Description:Duringa2022survey,44percentofmobileonlineshoppersinMexicosaidtheyusethewebbrowseronthesedevicestocomparepricesatthetimeofpurchase.Meanwhile,athirdofrespondentssaidtheyusemobileappstosearchfordiscounts,andupto46percentsaidtheyuseboththewebandappstodetermineaspendingbudgetfortheirpurchases.ReadmoreNote(s):Mexico;February2022;1,003onlineconsumers;18-75yearsSource(s):Dynata;KlarnaMostusedmobilepaymentsbybrandinMexicoasofSeptember2023MostusedmobilepaymentsbybrandinMexico2023Shareofrespondents0%10%20%30%40%50%60%PayPal63%MercadoPago57%BBVAWallet42%MiOxxo23%CoDiApplePay19%16%MastercardClicktoPay(Masterpass)SamsungPay12%8%7%SantanderSuperWalletClaroPay5%4%3%2%BanBajíoFitbitPayPagamobil33Description:WeaskedMexicanconsumersabout"Mostusedmobilepaymentsbybrand"andfoundthat"PayPal"takesthetopspot,while"Pademobile"isattheotherendoftheranking.ReadmoreNote(s):Mexico;October2022toSeptember2023;375respondents;18-64years;respondentswhousedmobilepaymentinrestaurants,storesandotherpointsofsaleinthepast12months(Health,Finance,Insurance)Source(s):

ConsumerInsightsCHAPTER

05OthermarketsE-commercemarketsizeinArgentinain2022and2026,bydevice(inbillionU.S.dollars)E-commercemarketsizeinArgentina2022-2026,bydeviceMobileDesktop45403530252013.9151057.627.111.402022*2026**35Description:Estimatesindicatethatin2022,mobilecommerceandonlineshoppingviadesktopgeneratedrevenuesofapproximately11.4and7.6billionU.S.dollars,respectively.However,m-commercesalesinArgentinaisforecasttoreach27billiondollarsby2026,thatisabout13billiondollarsmorethandesktopcommerce'sprojectedrevenue.ReadmoreNote(s):Argentina;2022;*Estimate.**Forecast.FigurescalculatedbySource(s):Worldpaybasedoninformationprovidedbythesource.ReadmoreNumberofdownloadsofshoppingappsinArgentinafrom2017to2027(inmillions)NumberofshoppingappdownloadsinArgentina2017-2027141210864202017201820192020202120222023202420252026202736Description:ForecastssuggestacontinuousriseinthenumberofshoppingappdownloadsinArgentinaovertheupcomingyears.In2023,around8.2milliondownloadswererecordedinthissegment,withforecastsanticipatingahistorichighof11.6milliondownloadsby2027.ReadmoreNote(s):Argentina;2017to2027;estimatesSource(s):E-commercemarketsizeinChilein2022and2026,bydevice(inbillionU.S.dollars)E-commercemarketsizeinChile2022-2026,bydeviceDesktopMobile3025201515.16.91011.958.102022*2026**37Description:In2022,onlinesalesviadesktopsandmobiledevicesamountedtoaround15billionU.S.dollarsinChile.However,mobilecommerceisforecasttomorethandoubleinthecomingyears,from6.9billiondollarsin2022toabout15billionin2026.Chileisamongthemainm-commercemarketsinLatinAmerica.ReadmoreNote(s):Chile;2022;*Estimate.**Forecast.FigurescalculatedbySource(s):Worldpaybasedoninformationprovidedbythesource.ReadmoreNumberofdownloadsofshoppingappsinChilefrom2017to2027(inmillions)NumberofshoppingappdownloadsinChile2017-20275.04.54.03.53.02.52.04.674.494.274.013.73.322.882.341.691.51.00.50.00.550.22017201820192020202120222023202420252026202738Description:ForecastsindicateasteadyriseinthenumberofshoppingappdownloadsinChileinthecomingyears.In2023,approximately3.7milliondownloadswererecordedinthissegment.By2027,itisprojectedtoreachanewhistoricalpeakof4.7milliondownloads.ReadmoreNote(s):Chile;2017to2027;estimatesSource(s):E-commercemarketsizeinColombiain2022and2026,bydevic