Data Collection
Digital commerce by the numbers: the size of the opportunity in rising markets
In the charts below, you will find a comparative analysis of the digital markets of Latin America, Africa, and India. Most infographics are interactive: feel free to explore the data and choose the region or country you want to dive deep into.
Africa
The data refers to 5 countries: Egypt, Nigeria, Morocco, Kenya and South Africa
Latin America
The data refers to 15 countries: Argentina, Bolivia, Brazil, Chile, Colombia, Costa Rica, Dominican Republic, Ecuador, El Salvador, Guatemala, Mexico, Panama, Paraguay, Peru, Uruguay
Three hyper-growing markets: Latin America, India, and Africa
By 2026, Latin America will reach nearly USD 950 billion in volume, while India alone will represent about 30% of that. Africa's digital markets are still nascent but expanding swiftly.
Cross-border sales represent up to 14% of online volume
With global players expanding to these regions while looking for growth, international commerce tends to develop more quickly than the domestic market in the coming years. In Latin America, it will reach a 16% share in 2026.
Retail predominates while travel and online services grow
Retail accounts for most of the online sales in these markets, but digital services and travel have a representative (and expanding) share.
These are mobile-first digital economies
Online sales made through a mobile phone accounted for between 69% and 85% of volume in these markets.
A mix of payment methods
While in Latin America and India, account-based transfers reign, led by Pix and UPI, in Africa, cash accounts for a solid 30% of online sales, with mobile money and wallets following their steps.
Intense use of alternative payments
Cards have the majority of online sales in Latin America only, with growing competition from account-based transfers and instant payments. In India and Africa, alternative payment methods account for most of the volume.
This is just the beginning
Most adults in Africa and India still haven't made an online purchase. Even in Latin America, where 78% of people are digital buyers, there's still room for growth.
Country deep dive
A flourishing digital opportunity in rising markets
Take a deep dive into the state of digital commerce in selected countries with the charts below.
Cross-border sales represent up to 14% of online volume
With global players expanding to these regions while looking for growth, international commerce tends to develop more quickly than the domestic market in the coming years. In Latin America, it will reach a 16% share in 2026.