Mexico: Amazon & MercadoLibre retail media share 2025

The sources forecast that, in 2024, Mercado Libre's share in Mexico's digital retail media advertising spending will surpass Amazon's, with the figures reaching 40.9 and 39.1 percent, respectively. The trend was project to intensify in the following year. According to another source, Mercado Libre alone accounted for an estimated 48 percent of Latin America's online retail media ad revenues in 2023.

Distribution of digital retail media advertising spending in Mexico from 2019 to 2025, by network

Characteristic	Amazon	Mercado Libre	Other
-	-	-	-
-	-	-	-
-	-	-	-

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Release date

January 2024

More information

Region

Mexico

Survey time period

2019 to 2023

Special properties

digital ads on websites or apps primarily engaged in retail e-commerce or purchased through a retailer's media network (RMN) or demand-side platform (DSP), including ads bought through RMNs that may not appear on e-commerce sites and apps

Supplementary notes

* Forecast.

The source provided no figures for the period between 2020 and 2023.

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