FedEx e-commerce: In today’s business environment, digital marketing and e-commerce are highly interdependent. According to the Portada report “Electronic Commerce Marketing in Latin America: Data and Insights for Brand Executives” (available for download here), the Latin American e-commerce market is projected to surpass $10 billion in sales by 2025, focusing solely on advertising investments. Additionally, Statista reports that the e-commerce market in Latin America and the Caribbean exceeded $117 billion in retail sales in 2023, with expectations to nearly double by 2028, surpassing $205 billion.
To delve into this e-commerce surge in Latin America and understand how major brands are adapting, Portada engaged with Rakesh Shalia, Vice President of Marketing, Communications, and Customer Experience at FedEx, Latin America and the Caribbean. Shalia shed light on the marketing landscape within this industry and the logistical essentials for a successful end-to-end e-commerce experience.
Continue Reading: Portada Insights Report: Annual Investment in E-Commerce Marketing in Latin America Will Exceed $10 Billion in 2025

Driving Forces Behind E-commerce Growth in Latin America
We started our conversation with Rakesh Shalia by exploring the key factors fueling the positive trajectory of e-commerce in Latin America. Shalia emphasized that “since the Internet revolution of the early 2000s, e-commerce has evolved from a mere digital extension of the market to one of the fastest-growing economic sectors globally, spanning all industries and reaching every corner of the globe.”
Shalia outlined four critical factors driving e-commerce growth in Latin America:
- Increased Internet penetration rates, offering broader access to online platforms.
- Smartphone adoption is widespread, revolutionizing online shopping convenience and accessibility. Concurrently, enhancements in digital payment infrastructure have bolstered consumer trust in e-commerce platforms.
- The expansion of the middle class and increased disposable income led to higher online spending.
- The COVID-19 pandemic served as a catalyst, accelerating the shift towards online shopping due to social distancing measures.
“Since the Internet revolution of the early 2000s, e-commerce has evolved from a mere digital extension of the market to one of the fastest-growing economic sectors globally, spanning all industries and reaching every corner of the globe.”
FedEx e-commerce: Key Trends and Insights for E-commerce Specialists
Transitioning to present and future e-commerce trends in Latin America, we sought insights from Shalia regarding emerging trends observed by FedEx and essential considerations for companies aiming to expand their e-commerce footprint.
Shalia remarked, “E-commerce in Latin America is undergoing a significant transformation, driven by shifts in consumer behavior and technological advancements reshaping online brand interactions and service offerings.”
Shalia highlighted several trends shaping the e-commerce landscape:
- Innovations for last-mile delivery, leveraging technology to enhance delivery speed and efficiency.
- Technological advancements in logistics, such as blockchain for real-time shipment tracking and robotics for improved delivery speed.
- Utilization of artificial intelligence for personalized customer experiences and data-driven decision-making.
- The rise of social shopping, integrating social media interactions with online purchases, is driven by increasing online banking penetration and a growing middle class.
Fedex E-commerce: Evolution of Consumer Behavior in E-commerce
Addressing shifts in consumer behavior resulting from the e-commerce surge, Shalia noted, “E-commerce has fundamentally altered how consumers engage with brands and make purchasing decisions, offering unparalleled convenience and product access.”
- Key changes in consumer behavior include:
- Preference for online shopping convenience, reducing physical store visits and increasing impulse purchases.
- Easy price comparisons between brands drive price sensitivity.
- Reliance on virtual opinions and reviews, emphasizing the importance of reputation management for businesses.
“E-commerce has fundamentally altered how consumers engage with brands and make purchasing decisions, offering unparalleled convenience and product access.”
FedEx’s Marketing Approach and E-commerce Fulfillment Role

Delving into FedEx’s marketing strategies and e-commerce fulfillment role, Shalia highlighted its customer-centric approach and comprehensive solutions throughout the e-commerce supply chain.
Shalia explained, “FedEx is more than a shipping provider; we aim to educate customers on our comprehensive e-commerce support, including FedEx Fulfillment—a platform facilitating inventory management, order fulfillment, and logistics optimization.”
He emphasized FedEx’s capabilities in integrated solutions, advanced technology, and customer-centric partnerships.
The Crucial Role of Logistics in E-commerce
Finally, discussing the criticality of logistics in e-commerce success, Shalia stressed, “Effective logistics management is vital in ensuring seamless operations from package preparation to delivery, enhancing overall customer experience and competitiveness.”
He underscored the role of logistics providers in optimizing e-commerce strategies and supporting retailers throughout the supply chain journey.
Overall, Shalia’s insights provide a comprehensive understanding of the evolving e-commerce landscape in Latin America and FedEx’s pivotal role in navigating this transformative journey.