Latin America Consumer Product Research Behaviors 2023

The Buyer Journey Is Fast Evolving, and Marketers Need to Keep Up

More than half of Latin America’s population ages 14 and older—or 264.8 million people—will make at least one digital purchase this year, per our forecast. Our regional flash survey delves deeper into consumers’ evolving online product research habits and attitudes toward sponsored product ads. The findings can help marketers better reach shoppers as competition for household budgets intensifies.

Key Question: How are consumers’ product research behaviors changing, and how should marketers respond?

Key Stat: When searching for products, consumers in Latin America are increasingly abandoning traditional search engines like Google, Yahoo, and Bing and instead using retailers’ digital properties.

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Table of Contents

  1. Executive Summary
  2. Digital buying is still on the rise in Latin America
  3. Traditional search engines are struggling to maintain relevance in product research
  4. Consumers are taking a more nuanced approach to product research
  1. Video content is important, but it’s not consumers’ No. 1 format for product research
  2. Product research is taking less time (thanks, in part, to retail media)
  3. About the Survey
  4. Listen Next
  1. Sources
  2. Media Gallery

Charts in This Report

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First Published on Dec 4, 2023


Matteo Ceurvels


Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Paola Flores-Marquez
Researcher, Latin America & Spain
Jennifer Pearson
VP, Research