Study presented by Mercado Ads pointed to a 12.5% increase in sales in Latin America in 2023
Mercado Ads presented data from a study that explores consumer behavior in e-commerce, highlighting the value of First Party Data and the rise of retail media.
According to the research, based on data collected from Mercado Livre, e-commerce has become a crucial source of search and purchase for consumers and, through retail media, offers an opportunity for brands to build communication that generates a real connection with the audience.
“This report proves the transformative power of First Party Data, providing insights that help brands and sellers optimize their strategies and connect more effectively with their audiences. This report is just a teaser of everything that is possible to do with Mercado Ads, standing out as a great competitive differentiator”, explained Mario Meirelles, Senior Director of Mercado Ads.
According to the data, Mercado Livre saw a 12.5% increase in sales in Latin America in 2023, in addition to having attracted 145 million potential users in the region, with 80 million being from Brazil alone.
Furthermore, eight out of every 10 searches begin on an e-commerce platform. The survey also showed that Brazilians have increased the time spent on shopping apps by almost three times.
Generational cut
Among the points presented by the survey are the differences in the use of the shopping platform according to age group. According to the analysis, the Baby Boomer generation, for example, indicated a preference in searches for household appliances, home items such as furniture and decoration, in addition to having increased spending on food and beverages by 60%.
Generation X spends 60% more on music, movies and TV series, with an average ticket price above average. Meanwhile, Millennials represent more than half of Mercado Livre’s revenue, with emphasis on construction items and baby items, which saw a 30% increase.
Finally, Generation Z is the fastest growing in Mercado Libre, representing a 48% increase in spending, mainly on items such as cell phones and technology.
