By Kylie Madry MEXICO CITY, Jan 27 (Reuters) – Online shopping in Latin America is projected to reach $215.31 billion this year, as consumers become less loyal to platforms and begin to prioritize reliable delivery and transparent pricing over flashy personalization, according to a report on Tuesday by consulting firm Endeavor and e-commerce giant MercadoLibre. Latin American e-commerce growth is 1.5 times faster than the global average, the report found. Those sales are concentrated in a handful of large markets, with Argentina, Brazil and Mexico making up nearly 85% of regional online sales in 2025. Shoppers in Latin America are largely mobile-first, the report found, with 84% of purchases made on smartphones. However, loyalty is fragile, according to the study. Nearly half of consumers would stop buying from a platform after a bad experience, with common pain points including delivery delays and issues with returns. Three-quarters of those polled cited clarity in prices and policies as very important, while just under a third said personalization was very important – suggesting platforms may be over-investing in recommendation algorithms while under-delivering on basic execution, according to the report. Marketplaces are just "the tip of the iceberg," according to the report, with e-commerce firms set to increasingly tap into payment, credit and logistics opportunities. (Reporting by Kylie Madry; Editing by Aurora Ellis)
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