Best cross-border marketplaces in Latin America

Over the years, cross-border e-commerce has experienced significant growth in Latin America, driven by an increasing number of consumers seeking diverse products and competitive prices. This booming market presents a lucrative opportunity for international sellers looking to expand their reach.

According to the latest estimates from Statista Digital Market Insights, the Latin American e-commerce market surpassed a retail sales value of 117 billion dollars in 2023. By 2028, this figure is expected to nearly double, surpassing 205 billion dollars. This impressive expansion is fueled by the rising internet penetration, growing middle class, and improved logistics infrastructure across the region.

Latin America offers a vibrant and dynamic market for cross-border sellers, with several leading marketplaces playing a pivotal role in connecting international brands with local consumers. Platforms like Mercado Libre, Amazon, among others, have established themselves as dominant players, providing sellers with extensive reach and access to millions of potential buyers.

In this article, we will explore the best marketplaces for cross-border selling in Latin America, highlighting their unique features, benefits, and how they can help you maximize your sales potential in this rapidly growing e-commerce landscape.

Top Latin America online marketplaces for selling globally

The marketplace landscape in Latin America is highly diversified, offering a wide range of platforms for consumers and sellers alike. This diversity allows consumers to access a broad array of products and sellers to find the best platforms that suit their business needs, fostering a competitive and dynamic e-commerce environment across the region.

That’s why here we bring you the best marketplaces in Latin America for cross-border selling. In terms of monthly visits, Mercado Libre leads the list, with over 667 million, followed by Amazon with nearly 170 million visits and Americanas Brasil with 130 million. However, there are many other marketplaces that also play a fundamental role for international sellers. 

Mercado Libre

Founded in 1999, Mercado Libre is the leading e-commerce platform in Latin America, operating in over 18 countries. It offers a wide range of products from electronics to clothing and home goods. As a marketplace, it allows sellers to create their own online stores, providing tools for listing optimization, payment processing, and robust logistics support. Its user-friendly platform and extensive reach make it a top choice for international sellers.

In 2023, Mercado Libre generated a gross merchandise volume (GMV) that represented more than a quarter (21.6%) of all e-commerce sales in the region. In terms of net revenue, these reached $14.473 billion, with an increase of more than 37% compared to 2022, according to the Statista portal.

Amazon

Known as the world’s leading online marketplace, Amazon was founded in 1994 and has established a significant presence in various international markets, including Latin America. Known for its vast product selection, advanced logistics, and customer-centric approach, Amazon provides a robust platform for third-party sellers to reach millions of consumers.

• Amazon Brazil

Amazon Brazil began its operations in 2012, initially focusing on selling books before expanding into a full marketplace in 2017. Since then, it has established ten logistics centers and 62 delivery stations. In 2023, its marketplace offered more than 50 million products from 30 different categories. That same year, Amazon Brazil achieved sales value of almost $2.5 billion.

• Amazon Mexico

Amazon Mexico launched in 2015, offering a comprehensive selection of products including electronics, books, fashion, and home goods. In 2023, sales revenue on amazon.com.mx amounted to more than $3.5 billion. Currently, the average monthly visits on the marketplace are approximately 142.96 million.

Americanas

Americanas, originally established as a retail chain in 1929, expanded into e-commerce and operates one of the largest online marketplaces in Brazil. Each month it receives over 130 million visitors on its platform, where it offers a diverse range of products.

Magalu

Magalu, or Magazine Luiza, began its e-commerce journey in 2000 and has grown into one of Brazil’s largest online retailers. The marketplace enables third-party sellers to list their products, benefiting from Magalu’s logistics network, extensive customer base, and promotional opportunities to boost visibility and sales. At the end of last year, sales exceeded $9.12 billion. In April 2024, magazineluiza.com.br achieved a total of 91.6 million visitors.

Via Varejo

Via Varejo, the parent company of Casas Bahia, Extra, and Ponto, started its marketplace operations in 2013. In 2022, the retail company generated around $7.3 billion in gross revenue, with 50% of them represented by online sales.

Casas Bahia is one of Brazil’s largest retail chains, founded in 1952. It specializes in electronics, furniture, and home appliances, offering a wide range of affordable products. The brand is known for its extensive network of physical stores and strong online presence, making it accessible to a broad audience across Brazil. Casas Bahia marketplace receives 150 million visitors per month and has one of the most popular apps in Brazil, with 50 million downloads.

Extra is a versatile retail brand in Brazil that operates hypermarkets, supermarkets, and e-commerce platforms. Extra is known for its one-stop-shop concept, providing consumers with a convenient shopping experience. Its strong market presence and comprehensive product offerings make Extra a key player in the Brazilian retail landscape. Currently, the marketplace has over 38 million active users and more than 70,000 registered sellers.

Ponto Frio, established in 1946, is another major Brazilian retailer. It is well-regarded for its competitive prices and frequent promotions, attracting a diverse customer base. Ponto Frio operates both physical stores and a robust e-commerce platform, providing convenience and flexibility for shoppers. The brand’s extensive product range and strong reputation for reliability have cemented its place in the Brazilian retail market.

Carrefour

Carrefour, a global retail giant, entered the Latin American e-commerce market to complement its extensive network of physical stores. The marketplace allows sellers to access a large customer base. Carrefour operated 1,203 supermarkets and retail stores throughout Brazil in 2022. In April of this year, carrefour.com.br received nearly a total of 16 million visits.

Walmart Mexico

Walmart expanded its online marketplace in Latin America to leverage its significant retail footprint. In 2023, Walmex reported over $2.3 million in e-commerce sales, representing an increase of almost 18 percent compared to the previous year. In terms of visits, the average monthly is 80 million.

Coppel

A well-known Mexican retail chain, has developed a strong e-commerce presence with its online marketplace. Coppel’s marketplace supports sellers with tools for product listings, payment processing, and customer service, allowing them to benefit from Coppel’s extensive retail network and trusted brand reputation in the region. In 2023, Coppel increased visits to its marketplace by 247%.

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