OMNICHANNEL
REPORT 2024
Decoding 25 billion
shopper choices across Latin America
Decoding 25 billion shopper choices across Latin America
A Tale of 25 Billion Choices
Rhythm of Retail
The Power of Six
E-Commerce Impact
CONCLUSION
Navigating New Norms
Food for thought
For more information
Sometimes, the future of retail feels as close as the next decision a shopper makes. In Latin America, that future is now, painted in the overlapping colours of omnichannel retailing — a marketplace in which billions of shopper choices across the region are narratives of change, driven by a blend of digital prowess, traditional habits, and pressured household spending.
With retail sales in the FMCG sector hitting a staggering USD$203.7 billion, the stakes are high to understand the changes playing out in a landscape that takes in physical stores, e-commerce platforms, and social commerce, each needing to step in sync with the rhythm of consumer expectations.
Make no mistake, we may not be seeing much in the way of channels multiplying, but consumers are making clear demands of brands and retailers. Adaptability is their currency, but the core channels in their lives are increasingly locked down.
Meet the chameleon consumers of Latin America, a group that has grown comfortable with change and their ability to improve their circumstances at the checkout.
The trick for retailers and brands is learning the new dances of these chameleons without stepping on their toes. With households allocating half their income to FMCG products, the stakes are high, and the lines of engagement are drawn.
