Latin America Trends to Watch in 2024

5 Ways Retail Media, Commerce, and AI Will Redefine the Regional Market

The Latin American economy is on the upswing, with digital innovation in the driver’s seat. This year, expect retail media, social commerce, and generative AI (genAI) to take center stage in a cookieless world. Meanwhile, Argentina’s newly inaugurated president will dampen any hope for a common regional currency, but dollarization is on the table.

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Table of Contents

  1. First-party data’s value will soar as the cookies crumble
  2. Mercado Libre will dominate Latin America’s retail media industry
  3. China’s growing presence in Latin America will influence shopping habits
  1. Companies will put AI experimentation into practice
  2. A euro-style common currency will remain a pipe dream in Latin America
  3. Sources
  1. Media Gallery

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First Published on Jan 4, 2024


Matteo Ceurvels


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

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