生活在德国的华人开始发现一件有意思的事情：从中国电商平台购买的商品，很多都是从德国城市伍珀 塔尔（Wuppertal）发货的。在阿里巴巴国际站，也可检索到不少以 "Wuppertal" 作为发货地的商品。 与柏林、慕尼黑等德国城市相比，伍珀塔尔是个颇为陌生的地名，但伍珀塔尔所在的德国鲁尔老工业 区，却在历史上赫赫有名。 鲁尔区（Ruhr）位于德国西部，是德国北莱茵-威斯特法伦州（Nordrhein-Westfalen，下简称北威州）的 一部分，以采煤工业起家，许多城市因煤而兴，后又因煤而衰败。鲁尔区的振兴，是自1960年代以来德 国的一大课题。而如今，鲁尔区因电商平台涌入德国，正呈现出新的景象。 2023年4月，Temu正式在德国上线；2024 年6月，SHEIN宣布德国站上线；2025年3月，TikTok Shop正 式开放德国站点，6月，亚马逊低价商城Amazon Haul 进入德国。最近，京东传出正考虑以22亿欧元 （约合185亿人民币）巨资，收购德国消费电子产品零售商Ceconomy的消息。 电商平台在瞄准德国本土市场的同时，也利用德国的地理位置，辐射整个欧洲。而鲁尔区因为区位与交 通优势，成为跨境电 ...

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]