By harnessing the unique influence that social networks have on their users, merchants can achieve unparalleled interaction with new and existing customers, reshaping e-commerce as we know it. In Latin America, an increased effort to leverage the power of social media is apparent, as
leading the way. Accounting for roughly 60 percent of the
, both countries are at the forefront of adoption of this shopping channel regionally and rank among the nations with the highest
Social buyers go for Meta platforms
Meta, parent company to three of the world's leading social networks, currently dominates the social commerce landscape in Latin America. In 2021, the region had the highest
share of Facebook Marketplace and Instagram Shopping users globally, with 42 percent of users on their corresponding platforms using these services. Still, preferences vary from country to country. While the photo- and video-sharing app Instagram was the
leading network for social shopping in Brazil, Facebook prevailed in
purchasing products and services in Mexico among nine out of ten social shoppers. Facebook was also the
most popular social media app to buy from in Colombia, but the instant messaging platform WhatsApp came in second place, narrowly beating Instagram.
From inspiration to purchase
With businesses in Latin America increasing their focus on social commerce and doubling down on social media marketing and advertising, online consumers in the region have an abundance of new online shopping opportunities at their fingertips. In 2021, approximately 40 percent of internet users in Colombia, Argentina, Brazil, and Mexico
discovered new brands, products, and services through ads on their preferred platforms. Of the four Latin American countries listed above, Brazil had the largest share of online users taking the next step and
using social networks to find products to buy, at almost 47 percent. Whether as a shopping platform or as a source of information for a later web or in-store purchase, social media is proving to be a powerful resource in consumers' path to purchase.
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