Jan
Keys to Understanding Argentina’s E-Commerce Market
Latest update: January 2025
In this article, we offer a brief overview of the current e-commerce landscape in Argentina. This snapshot includes a few of the latest e-commerce data in Argentina from our Data Library for Latin America, and is complemented with insights meticulously curated from external resources.
You can also read this piece in the form of an infographic report, available to download below. You can also check out our other country reports of LatAm by accessing our gallery.
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Current State of E-commerce in Argentina
E-commerce in Argentina continues to boom. According to our data, 8 out of 10 adults in Argentina are online shoppers. Additionally, in 2024, e-commerce volume reached an impressive US$33 billion.1 A big part of this success comes down to digital financial inclusion. According to the Argentine Fintech Chamber, 100% of the adult population now has access to banking or fintech services.2 On top of that, 18% of retail sales in Argentina happen online, a figure far higher than most countries in the region, where it rarely exceeds 10% (except for Chile).3
Looking ahead, PCMI predicts robust e-commerce growth of 14% between 2024 and 2027, reaching an estimated volume of US$50 billion.
Profiling the Argentine Online Buyer
While having a general overview of e-commerce is important, focusing on the consumer profile offers a deeper understanding of the market. The typical online shopper in Argentina falls within the 35 to 44 age range, highlighting broad demographic participation.4
In Argentina, 2 out of 5 online consumers shopped online in the last month, with an average ticket of US$80, according to CACE (converted from AR$83,256).5 For 70% of Argentinians, the most important factor when shopping online is the price or cost of the items.6
Argentina E-Commerce Payment Methods and Devices
According to PCMI’s E-commerce Data Library, the primary payment methods for e-commerce in Argentina, by share of volume in 2024, are:
- Digital wallet — 46%
- Domestic only credit card — 22%
- Internationally-enabled credit card — 12%
- Debit card — 11%
- Other* — 3%
- Cash payments — 3%
- Bank transfers — 2%
- Buy Now Pay Later — 1%
*Includes gift cards, pay-on-delivery, and other miscellaneous payment methods.
It is also important to track the device:
- In 2024, 71% of Argentina’s e-commerce sales volume came from purchases made on mobile devices.
- The remaining 29% came from purchases made on computers or PCs.
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Top-Selling Categories and Leading Online Stores in Argentina
Based on the number of units sold during the first half of 2024, these are the most popular product categories in Argentina, according to CACE:7
- Food and beverages
- Tools and construction
- Home, furniture and garden
- Non-sport clothing
- Accessories for motorcycles, cars, and other vehicles
When it comes to the leading online stores in Argentina, Mercado Libre stands out as the most important, with 90 million visits in November 2024. It is followed by Frávega (12 million), Xbox with (10 million), Tiendanube with (7 million), and Samsung with (6 million).8
Key Insights into the Argentine E-commerce Market
Finally, we share some key insights on e-commerce in Argentina based on our data:
Mercado Pago is the most widely used digital wallet for online purchases in Argentina.
Visa is the most used card network for online shopping, capturing more than 60% of card payments.
Domestic stores account for 92% of total e-commerce sales in Argentina.
The cross-border market is projected to grow by 18% in 2025.
Next Step:
The PCMI E-Commerce Data Library
The data provided in this report is part of PCMI’s Latin America E-commerce Data Library. The Library covers not only Argentina but also 14 other countries in Latin America, featuring e-commerce market data such as:
- Historical volume of Argentina’s e-commerce market for 2023, 2022 and further back
- Projections of Argentina’s e-commerce market volume for 2024-2027
- Breakdowns by merchant vertical for e-commerce in Argentina: retail, travel, ride-hailing, digital goods and services like streaming
- Data on both cross-border and domestic e-commerce purchases in Argentina for 2024 and projections for 2025 and beyond
- Breakdowns and projections of payment methods used in Argentina e-commerce (international/domestic credit cards, Buy Now Pay Later, digital wallets, and others)
Other key advantages make the PCMI E-commerce Data Library for Latin America a uniquely powerful tool for companies that seek a fuller understanding of e-commerce in the region:
- It’s customizable to client needs: you can obtain additional data you need for your company’s specific business concerns, beyond what the Library offers
- It’s budget-friendly: while detailed reports are available for 15 Latin American countries, you can just buy data on just 1 or save money by purchasing a country bundle
- It includes personalized guidance: every purchase of the Library entitles you to a free 1-hour consultation about the data with one of PCMI’s industry experts
- It offers unlimited sharing: there is no single-user license with the PCMI E-commerce Data Library for Latin America, so you can share it freely with your organization
Keep up to date with our e-commerce, payments and crypto insights:
Sources:
- PCMI E-commerce Data Library ↩︎
- Cámara Argentina Fintech. (Feb, 2024). Informe de Inclusión Financiera – 1er semestre 2023 ↩︎
- Kantar, CACE. (2024). Estudio Mid-term 2024 ↩︎
- Kantar, CACE. (2024). Informe Mid-term 2024 ↩︎
- Kantar, CACE. (2024). Informe Mid-term 2024. Conversion to dollars of AR$83,256 ↩︎
- VML. (2024). The Future Shopper LATAM Report 2024 ↩︎
- Kantar, CACE. (2024). Informe Mid-term 2024 ↩︎
- Semrush. (2024). Web traffic November 2024, top retail websites ↩︎
