2023-01-08-United_Nations,联合国开发计划署,联合国,ECLAC,拉丁美洲经济委员会-拉丁美洲经济委员会-拉丁美洲和加勒比地区B2C电子商务市场的格局（英）-2022.12-43页_43页_850kb

Summary of "The Landscape of B2C E-commerce Marketplaces in Latin America and the Caribbean"

Core Content

This document provides an analysis of the B2C e-commerce marketplace landscape in Latin America and the Caribbean (LAC) between 2019 and 2021, using a dataset of online marketplace activity. It highlights the structure, growth trends, and determinants of these marketplaces, emphasizing their role in the digital transformation of micro, small, and medium enterprises (MSMEs) and the broader economy.

Main Marketplaces in the LAC Region

The largest marketplaces in the region by traffic share are:

• Mercado Libre: 34.7% average traffic share (2019-2021), with an average of 8,347 million visits.
• OLX: 7.0% average traffic share.
• Amazon: 6.7% average traffic share.
• Americas (Americanas): 6.2% average traffic share.

Other notable marketplaces include Casas Bahia, Falabella, Coppel, Walmart, Dafiti, Submarino, and Sodimac, which collectively account for more than 70% of total traffic in the region.

Traffic and Marketplace Activity Trends

• The total traffic of the top marketplaces increased from 14,743 million visits in 2019 to 19,340 million visits in 2021.
• Mercado Libre and OLX have experienced a decline in traffic share, while Amazon and Casas Bahia have gained ground.
• Global marketplaces like AliExpress, Amazon, and eBay also show significant traffic in selected LAC countries during May-July 2022, with AliExpress leading at 230 million visits.

Marketplace Types and Characteristics

• Non-transactional marketplaces are the most common type, accounting for 82% of active URLs. These include classified sites, which are dominant and do not facilitate direct transactions.
• Online shopping malls make up 15.6% of URLs, and are more transactional, with over 90% being full-transactional.
• Auction sites, price comparison sites, and deal or coupon sites are also present, with most being non-transactional.

Product Categories

• The most popular product categories in non-transactional marketplaces are vehicles (55.0% of URLs), followed by vehicles and real estate (7.4%), boats (3.5%), fashion (1.7%), and electronics (1.3%).
• In full-transactional sites, fashion (6.1%) and food and groceries (3.5%) are the most common categories, with books (1.3%) also featured.

Structural Determinants of Marketplace Growth

• Marketplace activity is influenced by digital readiness, including digital skills and broadband connectivity.
• Institutional quality, such as personal freedom, corruption control, and judicial efficiency, is positively correlated with marketplace growth.
• A competitive business environment also contributes to the development and diffusion of marketplaces.

Challenges and Risks

• Online platforms pose risks and challenges such as antitrust regulation, data protection, cybersecurity, and market dynamics.
• The concentration of marketplace activity in larger, more developed economies suggests the presence of network effects.

Methodology and Data Sources

• The dataset combines commercially available data and free data from the Centre for Market Insights (CMI).
• Web traffic data was collected using SimilarWeb, and URL registration dates were gathered from whois databases.
• Country-level indicators were sourced from international organizations like the United Nations, World Bank, and International Telecommunications Union.

Conclusion

The study concludes that while e-commerce platforms offer significant benefits for MSMEs and consumers, their development is influenced by digital infrastructure, institutional quality, and market size. It also highlights the importance of network effects and the concentration of marketplace activity in larger economies. The findings provide policy insights for both firms and governments to support the growth and sustainability of the e-commerce ecosystem in the LAC region.