The trend: After success in the Asia-Pacific region, livestream ecommerce is quickly gaining momentum in Latin America, with 46% of the region’s surveyed respondents having used the channel to purchase products online as of April 2022, per Wunderman Thompson. This compares with just 31% in Western Europe, 45% in the US, and 58% in Asia-Pacific.
Why it matters: Live shopping will be key to reaching new audiences, engaging shoppers, and driving online sales.
Our prediction: Brands will choose live commerce as their experimental channel in 2023. Meanwhile, other emerging formats, like the metaverse, will not garner the same attention.
Go further: For the full deep dive on opportunities to reach consumers in Latin America, including retail media and AVOD, see our recent Latin America Trends to Watch for 2023.