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¿What is the current status of retail platforms in Latin America? How do Facebook groups dedicated to facilitating e-commerce impact them? What are users’ favorites, according to comScore‘s August 2016 rankings? You’ll find the answers to these questions and more in this article.

Latin American internet users are starting to conduct transactions online more than ever. In fact, an interesting phenomenon is that of Facebook groups through which users can sell used or purchase items to other members of the community without the intervention of retail platforms created for this purpose.

This is no small detail, as many users prefer to conduct their transactions on free platforms, and e-commerce platforms are now being challenged to reestablish their business model and look for new sources of income.

Either way, even with social media acting as a facilitator for e-commerce, retail platforms created especially for that purpose continue to resolve these users’ needs and are a priority to them, if the rankings are any indication.

Source: comScore Media Metrix, LatAm, Hogar y Trabajo, PC/Laptop solamente, Tipo de Video: Total, August 2016Total Unique Visitors (000)
    Total Internet : Total Audience195.841
    Retail133.791
1    MercadoLibre61.531
2    Amazon Sites20.888
3    B2W Digital19.166
4    Alibaba.com Corporation14.858
5    CNova12.914
6    Wal-Mart12.166
7    MICROSOFTSTORE.COM10.912
8    Netshoes Group10.760
9    Apple.com Worldwide Sites10.738
10    Buscape Company10.106

According to comScore, in August 2016, Mercado Libre came in first among Latin Americans, with 46% of unique visitors, followed by Amazon, which came in with numbers closer to the rest of the platforms on the list.

B2W attracted 14% of users, followed closely by Alibaba with 11% of traffic and then CNova, with 10%.

9% of Latin American users chose Walmart when making online supermarket purchases, while in the sports sector Netshoes was the most popular, with 8% of the visitors in the category.

Technology is also important to users: 16% of them visited Microsoft Store and Apple in the informed period.

Finally, it seems that Latin Americans like to make informed consumption decisions: while it comes in last, the price comparison site Buscapé attracted 8% of the users.

Below is a ranking and some analysis about the 10 most visited e-commerce sites in Latin America.

In Latin America, Mercadolibre, Alibaba.com, B2W Digital and Amazon Sites are the four e-commerce giants, their combined visits representing 58.14% of the top 10 sites’market share.

Mercadolibre, a company in which Ebay has a substantial stake,  is the e-commerce ecommerceleader in the region  It’s number of unique visitors is higher than the sum of the unique visitors of the second and third sites’ (Alibaba y B2W). B2W owns several e-commerce sites including Submarino.com, Americanas.com, Shoptime and Ingresso.com.

Also important are three sites predominantly present in Brazil, by far the region’s largest market:  Buscape Company, Nova Pontocom and MAGAZINELUIZA.COM.BR,

Another interesting statistic is the presence of the  Netshoes Group platform in fifth place.  This reflects the growing popularity of online shopping for clothing: more than anything, there is a tendency towards athletic wear, and Netshoes is a conglomerate of virtual stores with sports and leisure products that manages a number of futbol clubs’ and important athletic brands’ online stores.

Ranking: Latin America

Source: comScore MMX, Category Retail, Latin America, September 2015, PC/laptop only, Home & Work, 15+Total Unique Visitors (000)
1MercadoLibre49.886
2Alibaba.com Corporation19.377
3B2W Digital18.959
4Amazon Sites16.659
5Netshoes Group15.961
6Buscape Company15.010
7Wal-Mart13.603
8Nova Pontocom13.294
9Apple.com Worldwide Sites9.179
10MAGAZINELUIZA.COM.BR8.422