NielsenIQ (NIQ), a leading global consumer intelligence company, shares the main perspectives and data of the e-commerce market in Argentina, presented in the “Ecommerce Day Argentina 2025“. The results highlight the strong growth and unique dynamics of digital commerce in the country, driven by connectivity, innovation and the emerging influence of new generations of consumers.

Argentina consolidates itself as a digital pillar in the region

The country has a high level of Internet access in homes, reaching 79%, which lays a solid foundation for the development of digital commerce. Despite moderate levels of banking in Latin America, virtual wallets and banks are “democratizing” online consumption, facilitating the inclusion of a greater number of consumers in the digital ecosystem.

A distinctive factor of Argentina is its high development of Marketplace compared to the rest of Latin America. This platform is a key driver, concentrating 43% of the units sold and 26% of turnover in categories such as Electro and Technology. In fact, half of the Electro and Technology trade in Argentina is done online, with smartphones being the best sellers, TV and notebooks showing the highest double-digit value growth in the channel.

Online Mass Consumption in Argentina: sustained growth and outstanding categories

The weight of online in mass consumption in modern retail reaches 8% of total turnover. This segment, as in the entire region, is growing rapidly, driven largely by delivery applications. In the online basket, the growth of perishables stands out. Specifically Meats is the 5th best-selling category. Cold cuts, cheeses and vegetables also show strong growth, demonstrating that the consumer already has a lot of confidence in the digital ecosystem.

New generations and AI transform the retail landscape

Generation Z emerges with significant consumption potential. It is estimated that, during 2025, Generation Z will constitute 21% of spending in Latin America and will be the largest generation in five years. Being the first fully digital generation, their influence on commerce is undeniable, with 53% using the 'Buy' option on social networks and 43% clicking on 'shoppable posts' on social networks.

Likewise, Artificial Intelligence (AI) is transforming the entire supply chain. Retail, impacting both the physical store and the shopping website.

“Argentina is proving to be a vibrant and constantly evolving e-commerce market“says Walter Vargas, Commercial Retail Director of Argentina and Uruguay at NIQ.”The high development of its marketplaces, the strong growth in key categories and the growing influence of Generation Z, together with the adoption of AI, position the country at the forefront of digital commerce in the region. It is crucial that companies understand these dynamics to capitalize on the opportunities that the future of retail presents.“.

NIQ will continue to monitor these trends to offer insights valuable assets that drive success in the dynamic e-commerce landscape.