As football fever sweeps across the globe, Latin America's e-commerce market is experiencing new opportunities. Rather than speculating whether the World Cup can reignite e-commerce growth, industry players are analyzing consumer psychology and market trends behind the sporting event.
World Cup Marketing: Mercado Libre's Forecast and Consumer Behavior
Ahead of the 2022 Qatar World Cup, Latin American e-commerce giant Mercado Libre released predictive data for the Mexican market, revealing the tournament's potential impact on online sales.
Viewing Intent and Purchasing Behavior
Mercado Ads projected that 73% of Mexicans would watch World Cup matches in November, with 76% of viewers planning to purchase event-related products. Notably, 60% of sports goods consumers intended to buy official Mexican national team jerseys.
Platform Selection and Shopping Timing
Approximately 50% of consumers considered Mercado Libre for World Cup purchases, with 58% planning to add items to their carts 1-3 months before the tournament. This suggests merchants need early marketing strategies to capture advance shoppers.
Viewing Scenarios and Product Demand
With 96% of respondents planning home viewing, demand for home appliances surged: 56% considered purchasing grills, popcorn makers, microwaves or air fryers, while 43% planned TV or audio system upgrades, preferring 50-inch+ screens.
Party Supplies and Food/Beverage
Decoration items showed strong demand: 77% for flags, 71% for disposable tableware, 60% for horns/whistles, and 53% for balloons/streamers. Beverage and snack sales also benefited, with beer and soft drinks being most popular alongside chips, popcorn and nuts. Historical data showed beer orders nearly tripled during major tournament finals.
Funding Spotlight: Kavak's $810 Million Financing
Mexican used-car platform Kavak secured $810 million from HSBC, Goldman Sachs and Santander, reinforcing investor confidence in Latin America's digital marketplace.
Capital Allocation
The funds will expand inventory and regional operations while enhancing fintech solutions to reduce fraud risks and serve credit-thin customers.
Deal Structure
HSBC committed $675 million for loan receivables, while Goldman and Santander provided $135 million in credit facilities.
Regional Expansion
Having established operations in five Latin American countries since 2017, Kavak recently entered Turkey. Its $8.7 billion valuation stems from proprietary refurbishment centers that address trust issues in used-car transactions.
Consumption Trends: Brazil's E-Commerce Growth
As Latin America's largest digital market, Brazil recorded $15.8 billion (R$118.6 billion) in e-commerce sales during H1 2022, marking 6% year-over-year growth according to NielsenIQ's Webshoppers 46 report.
Growth Drivers
Online shoppers increased 18% to 49.8 million, though per-capita spending declined 7-8%.
Top Categories
Food/beverages led with 128% growth, followed by cosmetics (24%), baby products (17%) and supplements (15%).
Cross-Border Platforms
54% of Brazilian consumers shopped on international sites, with Shopee (42%), AliExpress (34%) and Amazon (31%) being most searched.
Social Media Influence: Mexico's Fashion Bloggers
Mexico's fashion industry increasingly leverages digital influencers to reach young, digitally-native consumers. A September 2022 ranking identified the country's top 10 Instagram fashion influencers.
Diverse Profiles
The list includes models, actors, TV hosts and athletes sharing lifestyle content, with followings ranging from 120,000 to 977,000.
Marketing Implications
Brands collaborate with these content creators through sponsorships and co-created material to enhance visibility among fashion-conscious audiences.