{
  "slug": "latam-ecommerce",
  "name": "Latin America E-commerce",
  "updated": "2026-09-19",
  "page": "https://godofstartups.com/atlas/markets/latam-ecommerce",
  "license": "https://creativecommons.org/licenses/by/4.0/",
  "facts": [
    {
      "metric": "Export rate of small Latin American firms by online sales/purchasing activity",
      "value": "18% (offline small firms) vs 67% (small firms that both sell and buy online)",
      "unit": "% of firms in size band that export",
      "geo": "Latin America and the Caribbean (survey respondents mainly Argentina, Brazil, Chile, Colombia, Mexico, Uruguay, with some Ecuador/Peru)",
      "period": "survey fielded Dec 2016-Jan 2017 and Oct 2017 (published in CEPAL working paper, 2019)",
      "tier": 1,
      "status": "ready",
      "url": "https://repositorio.cepal.org/bitstream/handle/11362/44976/1/S1900842_es.pdf"
    },
    {
      "metric": "Latin America and Caribbean firm sales paid electronically",
      "value": "60.2",
      "unit": "average percent of sales paid by customers electronically",
      "geo": "Latin America & Caribbean",
      "period": "latest available Enterprise Surveys year",
      "tier": 1,
      "status": "ready",
      "url": "https://extdataportal.worldbank.org/api/esapi/CustomQuery/GetCustomQueryData?lang=en"
    },
    {
      "metric": "Latin America and Caribbean firms having their own web site",
      "value": "72.1",
      "unit": "percent of firms",
      "geo": "Latin America & Caribbean",
      "period": "latest available Enterprise Surveys year",
      "tier": 1,
      "status": "ready",
      "url": "https://extdataportal.worldbank.org/api/esapi/CustomQuery/GetCustomQueryData?lang=en"
    },
    {
      "metric": "Latin America and Caribbean firms experiencing internet disruptions",
      "value": "49.6",
      "unit": "percent of firms",
      "geo": "Latin America & Caribbean",
      "period": "latest available Enterprise Surveys year",
      "tier": 1,
      "status": "ready",
      "url": "https://extdataportal.worldbank.org/api/esapi/CustomQuery/GetCustomQueryData?lang=en"
    },
    {
      "metric": "Pix transaction-volume growth, Brazil (fastest-growing payment instrument)",
      "value": "52",
      "unit": "percent",
      "geo": "BR",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://www.bcb.gov.br/en/pressdetail/2614/nota"
    },
    {
      "metric": "Online buying via mobile or internet, poorest 40% by income, Brazil",
      "value": "33.0024303454818",
      "unit": "percent",
      "geo": "BR",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://api.worldbank.org/v2/country/BRA/indicator/fin26b.7?source=28&format=json&per_page=100&date=2024"
    },
    {
      "metric": "Barrier to online shopping, prefers to buy in person, share of non-buyers (Mexico)",
      "value": "21.0",
      "unit": "percent of non-buyers",
      "geo": "Mexico",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://www.inegi.org.mx/contenidos/saladeprensa/boletines/2025/endutih/ENDUTIH_24.pdf"
    },
    {
      "metric": "Mexican non-online-buyers who prefer to shop in person",
      "value": "21.0",
      "unit": "percent",
      "geo": "Mexico",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://www.inegi.org.mx/contenidos/saladeprensa/boletines/2025/endutih/ENDUTIH_24.pdf"
    },
    {
      "metric": "Share of women 15+ in Brazil buying online via mobile phone or internet",
      "value": "38.8045755957661",
      "unit": "percent",
      "geo": "BR",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://api.worldbank.org/v2/country/BRA/indicator/fin26b.1?source=28&format=json"
    },
    {
      "metric": "Mexico e-commerce gross value added at current prices",
      "value": "2,308,458",
      "unit": "million MXN",
      "geo": "Mexico",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://www.inegi.org.mx/contenidos/saladeprensa/boletines/2026/vabcoel/vabcoel2024_CP.pdf"
    },
    {
      "metric": "Pix share of non-cash payment transactions, Brazil (Q4)",
      "value": "47",
      "unit": "percent",
      "geo": "BR",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://www.bcb.gov.br/en/pressdetail/2614/nota"
    },
    {
      "metric": "Top online-purchase category, personal use & hygiene articles, share of online buyers (Mexico)",
      "value": "77.9",
      "unit": "percent of online buyers",
      "geo": "Mexico",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://www.inegi.org.mx/contenidos/saladeprensa/boletines/2025/endutih/ENDUTIH_24.pdf"
    },
    {
      "metric": "Internet users in Mexico who made online purchases",
      "value": "35.8",
      "unit": "percent",
      "geo": "Mexico",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://www.inegi.org.mx/contenidos/saladeprensa/boletines/2025/endutih/ENDUTIH_24.pdf"
    },
    {
      "metric": "Mexico electronic-commerce real annual growth versus total economy growth",
      "value": "7.1",
      "unit": "% real annual growth of VABCOEL in 2024; total economy 1.2%",
      "geo": "Mexico",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://www.inegi.org.mx/contenidos/saladeprensa/boletines/2026/vabcoel/vabcoel2024_CP.pdf"
    },
    {
      "metric": "Share of all adults 15+ in Brazil buying online via mobile phone or internet",
      "value": "41.6925773438956",
      "unit": "percent",
      "geo": "BR",
      "period": "2024",
      "tier": 1,
      "status": "ready",
      "url": "https://api.worldbank.org/v2/country/BRA/indicator/fin26b?source=28&format=json"
    },
    {
      "metric": "Latin America and Caribbean marketplaces that do not admit foreign sellers",
      "value": "nearly 60",
      "unit": "percent of marketplace platforms",
      "geo": "Latin America and the Caribbean",
      "period": "2022",
      "tier": 1,
      "status": "ready",
      "url": "https://desarrollodigital.cepal.org/en/data-and-facts/marketplaces-97-e-commerce-traffic-concentrated-6-countries"
    },
    {
      "metric": "Share of women 15+ in Brazil buying online via mobile phone or internet",
      "value": "28.0537417615623",
      "unit": "percent",
      "geo": "BR",
      "period": "2021",
      "tier": 1,
      "status": "ready",
      "url": "https://api.worldbank.org/v2/country/BRA/indicator/fin26b.1?source=28&format=json"
    },
    {
      "metric": "Latin America and Caribbean marketplace web-traffic and website growth during the pandemic",
      "value": "Traffic +25% from 2019 to 2020; number of websites +5.3% from 2019 to 2020; slowdown 2020-2021 and slight decrease 2021-2022",
      "unit": "percent change in marketplace traffic and website count",
      "geo": "Latin America and the Caribbean",
      "period": "2019-2022",
      "tier": 1,
      "status": "ready",
      "url": "https://desarrollodigital.cepal.org/en/data-and-facts/marketplaces-97-e-commerce-traffic-concentrated-6-countries"
    },
    {
      "metric": "Latin American startups raising their first VC round, count",
      "value": "140",
      "unit": "startups",
      "geo": "LATAM",
      "period": "2025-H1",
      "tier": 3,
      "status": "proxy",
      "url": "https://www.lavca.org/wp-content/uploads/2025/08/LAVCA_Startup-Ecosystem-Insights_2025.pdf"
    },
    {
      "metric": "Repeat founders' share of Latin American VC deals over USD1m",
      "value": "40",
      "unit": "percent",
      "geo": "LATAM",
      "period": "2024",
      "tier": 3,
      "status": "proxy",
      "url": "https://www.lavca.org/wp-content/uploads/2025/08/LAVCA_Startup-Ecosystem-Insights_2025.pdf"
    }
  ],
  "note": "status: ready = two or more independent sources or an official series; proxy = one source; context = macro background, not a validation figure."
}