The landscape of B2C e-commerce marketplaces in Latin America and the CaribbeanEstefanía Lotitto Bernardo Díaz de AstarloaISSN 1680-8754 SERIES231PRODUCTION DEVELOPMENT Thank you for your interest inthis ECLAC publicationPlease register if you would like to receive information on our editorialproducts and activities. When you register, you may specify your particularareas of interest and you will gain access to our products in other formats.www.issuu.com/publicacionescepal/stackswww.cepal.org/es/publicaciones/appswww.facebook.com/publicacionesdelacepalwww.instagram.com/publicacionesdelacepalRegisterwww.cepal.org/en/publications The landscape of B2C e-commerce marketplaces in Latin America and the Caribbean Estefanía Lotitto Bernardo Díaz de Astarloa 231 This document has been prepared by Estefanía Lotitto and Bernado Díaz de Astarloa, consultants with the Division of Production, Productivity and Management and the Division of International Trade and Integration of the Economic Commission for Latin America and the Caribbean (ECLAC), as part of the activities of United Nations Development Account project 2023W, entitled “Global Initiative towards post-Covid-19 resurgence of the MSME sector”. The comments from Nanno Mulder and Valeria Jordán, and from Jesse Weltevreden, Professor of Digital Commerce at the Centre for Market Insights (CMI) at the Amsterdam University of Applied Sciences, are gratefully acknowledged. The views expressed in this document, which has been reproduced without formal editing, are those of the authors and do not necessarily reflect the views of the Organization or the countries it represents. United Nations publication ISSN: 1680-8754 (electronic version) ISSN: 1020-5179 (print version) LC/TS.2022/194 Distribution: L Copyright © United Nations, 2022 All rights reserved Printed at United Nations, Santiago S.22-00697 This publication should be cited as: E. Lotitto and B. Díaz de Astarloa “The landscape of B2C e-commerce marketplaces in Latin America and the Caribbean”, Production Development series, No. 231 (LC/TS.2022/194), Santiago, Economic Commission for Latin America and the Caribbean (ECLAC), 2022. Applications for authorization to reproduce this work in whole or in part should be sent to the Economic Commission for Latin America and the Caribbean (ECLAC), Documents and Publications Division, publicaciones.cepal@un.org. Member States and their governmental institutions may reproduce this work without prior authorization, but are requested to mention the source and to inform ECLAC of such reproduction. ECLAC - Production Development Series N° 231 The landscape of B2C e-commerce marketplaces... 3 Contents Abstract ................................................................................................................................................ 5 Introduction ......................................................................................................................................... 7 I. Definitions and data ................................................................................................................. 9 II. Exploring the marketplace landscape in LAC ......................................................................... 13 A. Main marketplaces in the LAC region ................................................................................ 13 1. Characterization of LAC B2C online marketplaces .................................................... 15 B. Size and concentration ...................................................................................................... 21 C. Trends in marketplace activity........................................................................................... 24 III. Determinants of the B2C marketplace ecosystem ................................................................. 27 A. Literature on enablers of marketplace development ......................................................... 27 B. Estimates of determinants of marketplace growth and development in LAC .................... 28 IV. Final comments ....................................................................................................................... 31 Bibliography ....................................................................................................................................... 33 Annex ................................................................................................................................................. 37 Series Production Development: issues published ............................................................................... 40 Tables Table 1 Marketplaces with the largest traffic shares in LAC, 2019-2021 ................................. 14 Table 2 Total traffic of marketplaces with the largest traffic shares in LAC, 2019-2021 .......... 14 Table 3 Number of v