拉美电商迎来黄金风口：万亿市场、年轻人口与亚洲卖家的下一个爆发点

Core Insights - Latin America is undergoing a significant transformation in online retail, becoming an emerging battleground for cross-border sellers due to changing consumer behaviors and a rapidly maturing platform ecosystem [1][2] Market Growth - The overall retail market in Latin America is projected to have a compound annual growth rate (CAGR) of 6% from 2024 to 2028, with online retail expected to grow at an annual rate of 11%, significantly outpacing offline retail growth of 5% [1] - Online retail's share of total retail sales is currently low at 12.3% in 2023 but is expected to rise to 15.9% by 2028, indicating a high-growth, low-penetration market for early entrants [1] Market Concentration - Brazil and Mexico together account for approximately two-thirds of the e-commerce market share in Latin America, with Brazil being the largest economy in the region, representing 33% of the total GDP [1] - Other countries like Argentina, Chile, Colombia, and Peru also show significant growth potential, particularly Chile and Peru, which are emerging as new engines for e-commerce expansion [1] E-commerce Ecosystem - The e-commerce ecosystem in Latin America is becoming well-established, with local giant Mercado Libre holding a 26% market share and creating a comprehensive "e-commerce + finance" ecosystem [2] - Other platforms like Amazon and Magazine Luiza are rapidly expanding, while Asian platforms such as AliExpress, Shopee, and SHEIN are gaining traction due to their mature supply chains and price advantages [2] Consumer Behavior - Post-pandemic, online shopping habits have been firmly established among Latin American consumers, with digital appliances being the top-selling category at 22%, followed by fashion items at 14% and food at 8% in 2023 [2] - From 2024 to 2028, health and beauty products are expected to be the fastest-growing segment, with a projected growth rate of 12%, making them a "golden category" for cross-border sellers [2] Marketing Strategies - Sellers entering the Latin American market should focus on content marketing through platforms like TikTok, Instagram, and Facebook, leveraging local KOCs and influencers to enhance brand recognition and drive traffic [3] - Understanding local compliance requirements, such as de minimis value policies and product labeling standards, is crucial for reducing operational costs and clearing customs effectively [3] Conclusion - The rapid growth and diverse demand in the Latin American market present an excellent opportunity for Chinese sellers, emphasizing the need for a deep understanding of local market dynamics to succeed in cross-border e-commerce [3]