The online leap
Accelerated digital growth transforms the shopper experience
The digital channel has become a key transformation driver in Latin American retail. More than replacing brick-and-mortar stores, it complements and expands the shopping experience, offering convenience and new possibilities for the shopper.
In 2025, online spending on fast-moving consumer goods (FMCG) increased by 60% – a pace far higher than in-store visits, which rose by 13% over the same period. The result is that digital is growing five times faster than in-store purchases.
This surge is reflected in penetration: in almost all Latin American markets, more than one-third of the population already uses digital channels to purchase FMCG at least once a year.
Digital growth in the region has been driven mainly by hybrid channels – apps or websites belonging to companies that also have brick-and-mortar stores – which account for 53% of the total online spend. Delivery apps, in turn, stand out for their convenience and are widely adopted by younger audiences.
On the other hand, WhatsApp has played an important role in democratizing digital access, connecting traditional retail and digital catalogues to more mature audiences. It is worth noting that there are important nuances between countries, underscoring the need to tailor strategies, offers and shopping journeys according to each channel and shopper profile.
It is also important to highlight that e-commerce is now present across all basket types and has been driving digital retail growth beyond its current weight – almost twice the average. The personal-care category is the main basket fuelling the channel, and it can often be the tipping point for the adoption and expansion of online shopping.
