Shifts in what consumers watch, how they search, and where they shop are reshaping Latin America’s digital economy—and how brands will reach audiences in 2026. Explore the five trends to watch in the year ahead.

Global ecommerce is tightening as major markets close de minimis loopholes and China increases tax scrutiny, putting fresh pressure on platforms like PDD and its international arm Temu. Nearly 1 in 5 US consumers say shifting trade policies may discourage them from buying internationally, adding to the company’s challenges amid uneven spending in China. PDD delivered mixed Q3 results, with earnings beating expectations but revenue slightly missing. The overall picture suggests the company must transition from relying on duty-free advantages to strengthening marketplace fundamentals, even as improving user trends signal early signs of resilience

Global ad spending has steadied after a turbulent year, setting the stage for modest acceleration in 2026. Digital is still the main engine, but traditional media’s rebound will add lift as markets stabilize.

Latin America’s digital ad market is transforming as new formats, channels, and players emerge. Understanding the market forces, challenges, and opportunities driving these shifts is key to staying competitive in this fast-evolving landscape.

Global scrutiny of Chinese-linked ecommerce platforms like Shein and Temu is intensifying as governments tighten oversight. France has threatened to suspend Shein’s marketplace over illegal listings, prompting investigations and a temporary sales halt, while Japan and the EU plan to scrap tax exemptions that have long benefited such importers. Similar moves in Brazil and South Africa highlight a growing global push to level the playing field for local retailers. Though consumers flock to Shein and Temu for low prices, regulators and competitors warn that the platforms’ dominance threatens fair competition and domestic industry resilience.