Latin America’s retail media ecosystem is expanding fast as new players, formats, and solutions draw in more ad dollars. But limited self-service offerings and the lack of standardized metrics hinder its full potential.

YouTube’s NFL Brazil broadcast was a massive success, breaking livestream records in the country with over 17.3 million average-minute-audience (AMA) members, including more than one million non-US viewers. YouTube’s record-breaking NFL success proves that, for advertisers, the marketing playbook is moving to platforms where reach, relevance, and results converge.

Amazon is investing $25 million in Colombian delivery app Rappi through a convertible note that could give it up to a 12% stake, signaling a push to strengthen its last-mile delivery capabilities across Latin America. With Rappi’s 35 million users, rapid “Turbo” delivery service, and superapp ecosystem, Amazon hopes to challenge Mercado Libre. While the partnership could expand Amazon’s reach from Mexico to Chile, it faces stiff competition: Mercado Libre is investing $13.2 billion this year alone, fueling a projected 22.7% sales jump and expanding its commanding market share.

The outlook for worldwide retail sales in 2025 is slightly down from what we expected in Q1, but worst-case scenarios now seem unlikely. For ecommerce, the news is somewhat positive.