Industry Research Report on the E-commerce in Argentina.

Value Chain outline

The e-commerce value chain in Argentina, while not always explicitly defined in a rigid, standardized model across all sources, can be understood as a series of interconnected activities that enable the online buying and selling of goods and services. Based on the available information, the key steps in this value chain include the online platform where transactions occur, the crucial processes of customer acquisition and engagement through marketing and sales, the handling of financial transactions via payment processing, the physical movement and delivery of goods through logistics and fulfillment, and the ongoing support and interaction with customers in the post-sale phase. The efficiency and integration of these steps are vital for the success of e-commerce businesses in the Argentinian market.

Identification and description of each step in the value chain

1. Online Platform/Marketplace This is the digital storefront or meeting point where sellers list their products or services and buyers browse and make purchases. It forms the foundation of the online transaction.

• Identification and description of segments:
  • Marketplaces: Large online platforms hosting multiple sellers and a wide variety of products (e.g., Mercado Libre). They act as intermediaries, providing the infrastructure for transactions.
  • Brand/Retailer Own Stores: Individual websites or platforms developed and managed by a single brand or retailer to sell their specific products directly to consumers (e.g., Fravega, Musimundo, Coto Digital, Carrefour Argentina).
  • Social Commerce: Selling directly through social media platforms like Instagram and Facebook.
• List of types of players in each segment:
  • Marketplaces: Global and regional marketplace operators.
  • Brand/Retailer Own Stores: Traditional retailers with an online presence, pure-play online retailers.
  • Social Commerce: Individuals, small businesses, and larger brands leveraging social media.
  • Platform Providers: Companies offering the technology and tools to build and manage online stores (e.g., Tiendanube, Mercado Shops, WooCommerce, Magento, Shopify, VTEX).
• Detailed description of the main activities within each segment:
  • Marketplaces: Listing management, product cataloging, search functionality, facilitating communication between buyers and sellers, managing transactions (often integrated with their own payment and logistics solutions).
  • Brand/Retailer Own Stores: Website design and development, product display and categorization, inventory management, order processing, customer account management, integration with payment and shipping providers.
  • Social Commerce: Creating product posts, direct messaging with customers, using social media advertising, directing customers to external checkout links or integrated shopping features.
  • Platform Providers: Offering customizable templates, shopping cart functionality, payment gateway integrations, shipping calculators, inventory tracking tools, marketing features, and technical support for businesses to create and manage their online stores.
• List examples of key players with detailed profiles: (Profiles are detailed in the "Examples of Main Players" section below).
  • Mercado Libre
  • Tienda Mia
  • Fravega
  • Musimundo
  • Coto Digital (Coto)
  • Carrefour Argentina
  • ChangoMâs (Grupo De Narváez)
  • Garbarino
  • Ribeiro
  • Editorial Atlántida
  • Tiendanube
  • Mercado Shops
  • VTEX

2. Customer Acquisition & Engagement (Marketing & Sales) This involves activities aimed at attracting potential buyers to the online platform and encouraging them to make a purchase, as well as retaining existing customers.

• Identification and description of segments:
  • Digital Marketing: Utilizing online channels to reach and engage customers.
  • Sales Strategy & Execution: Implementing strategies to convert visitors into buyers and maximize sales.
  • Customer Relationship Management (CRM): Building and maintaining relationships with customers.
• List of types of players in each segment:
  • Digital Marketing Agencies: Companies specializing in online advertising, SEO, social media marketing, email marketing, etc.
  • In-house Marketing Teams: Dedicated departments within e-commerce businesses.
  • CRM Platform Providers: Companies offering software solutions for managing customer interactions.
• Detailed description of the main activities within each segment:
  • Digital Marketing: Search engine optimization (SEO) to improve visibility in search results, running paid advertising campaigns (Google Ads, social media ads), social media management, email marketing campaigns, content marketing, affiliate marketing.
  • Sales Strategy & Execution: Website optimization for user experience (UX) and conversion rate (CRO), implementing promotional offers and discounts, managing product pricing, sales funnel optimization, mobile commerce optimization.
  • Customer Relationship Management (CRM): Gathering customer data, analyzing customer behavior, personalizing marketing messages and offers, managing customer feedback, loyalty programs.
• List examples of key players with detailed profiles: (Profiles are detailed in the "Examples of Main Players" section below, where applicable).
  • Digital Marketing Agencies (e.g., Go! Digital Ecommerce, Seonet Digital, Way2net)
  • E-commerce platforms often provide built-in marketing tools
  • CRM providers (While specific examples for Argentina weren't extensively detailed, global players and local integrators exist. AlephCRM is mentioned in the context of automating the value chain with a focus on customer relationships).

3. Payment Processing This critical step involves securely handling online financial transactions, allowing customers to pay for their purchases using various methods.

• Identification and description of segments:
  • Payment Gateways: Services that authorize online credit/debit card payments and other forms of electronic payment.
  • Digital Wallets: Mobile applications or online services that store payment information and allow for quick and easy transactions.
  • Payment Processors: Companies that handle the transaction from authorization to settlement.
• List of types of players in each segment:
  • Fintech Companies: Companies specializing in financial technology solutions.
  • Banks and Financial Institutions: Traditional players offering online payment services.
  • Marketplace-specific Payment Solutions: Integrated payment systems offered by large marketplaces.
• Detailed description of the main activities within each segment:
  • Payment Gateways: Securely transmitting payment data, authorizing transactions with banks, managing fraud prevention.
  • Digital Wallets: Storing user payment credentials, facilitating one-click payments, integrating with various payment methods, offering peer-to-peer transfers. The use of digital wallets is increasing in Argentina, with QR code payments gaining traction.
  • Payment Processors: Settling funds between buyers and sellers, managing chargebacks and refunds.
• List examples of key players with detailed profiles: (Profiles are detailed in the "Examples of Main Players" section below, where applicable).
  • Mercado Pago (Mercado Libre)
  • MODO (an initiative by Argentinian banks)
  • Geopagos (provides white-label payment platforms)
  • Traditional banks and credit card companies (Visa, Mastercard)

4. Logistics & Fulfillment This encompasses all the physical processes involved in storing products, processing orders, packaging, and delivering them to the customer.

• Identification and description of segments:
  • Warehousing & Inventory Management: Storing goods and keeping track of stock levels.
  • Order Picking & Packaging: Selecting items from storage and preparing them for shipment.
  • Last-Mile Delivery: Transporting the package from the final distribution center to the customer's address.
  • Reverse Logistics: Handling product returns.
• List of types of players in each segment:
  • E-commerce Businesses with Own Logistics: Large players with their own warehousing and delivery infrastructure (e.g., Mercado Envios by Mercado Libre, large retailers with their own fleets).
  • Third-Party Logistics (3PL) Providers: Companies specializing in providing logistics services to e-commerce businesses.
  • Postal Services: National postal operators offering e-commerce delivery services (e.g., Correo Argentino).
  • Specialized Last-Mile Delivery Companies: Companies focusing specifically on the final stage of delivery.
• Detailed description of the main activities within each segment:
  • Warehousing & Inventory Management: Receiving goods, storing inventory efficiently, managing stock levels, integrating with online sales platforms.
  • Order Picking & Packaging: Accurately selecting ordered items, packaging securely for transit, labeling packages.
  • Last-Mile Delivery: Planning delivery routes, transporting packages to customers, providing tracking information, managing delivery attempts and notifications. Home delivery is a primary option.
  • Reverse Logistics: Processing product returns, inspecting returned items, managing refunds or exchanges.
• List examples of key players with detailed profiles: (Profiles are detailed in the "Examples of Main Players" section below, where applicable).
  • Mercado Envios (Mercado Libre)
  • Correo Argentino (Correo Compras)
  • TASA Logística / DPD Argentina (Joint Venture)
  • shipnow (mentioned in the context of logistics volume)
  • Other 3PL providers operating in Latin America (e.g., DHL Express, DB Schenker, FedEx Corporation, Gefco Corporation, Bollore Logistics - often operating regionally).

5. Customer Service & Post-Sale This involves providing support to customers before, during, and after a purchase, and managing issues like returns and complaints to ensure customer satisfaction and loyalty.

• Identification and description of segments:
  • Customer Support: Assisting customers with inquiries, issues, and information.
  • Returns and Refunds Management: Handling product returns and processing refunds or exchanges.
  • Customer Feedback and Relationship Building: Gathering customer opinions and fostering loyalty.
• List of types of players in each segment:
  • In-house Customer Service Teams: Dedicated departments within e-commerce businesses.
  • Third-Party Customer Service Providers: Companies specializing in providing customer support outsourcing.
  • Platform Providers: E-commerce platforms often offer tools for managing customer interactions and orders.
• Detailed description of the main activities within each segment:
  • Customer Support: Responding to customer inquiries via chat, email, or phone; providing product information; assisting with order placement; resolving issues.
  • Returns and Refunds Management: Providing clear return policies, facilitating return requests, inspecting returned goods, processing refunds or exchanges in a timely manner.
  • Customer Feedback and Relationship Building: Collecting customer reviews and ratings, responding to feedback, implementing loyalty programs, engaging with customers on social media.
• List examples of key players with detailed profiles: (Profiles are detailed in the "Examples of Main Players" section below, where applicable).
  • E-commerce businesses themselves manage customer service (e.g., Mercado Libre with its resolution center, individual retailers).
  • E-commerce platforms provide tools for managing customer interactions.

Show estimates of volumes and sizes of each step in the value chain.

Estimates of volumes and sizes are often provided for the overall e-commerce market rather than broken down by each specific step of the value chain. However, the overall market metrics provide context for the scale of activities within each step.

• The e-commerce market in Argentina showed significant growth in 2024, with a reported increase of 181% in billing compared to the previous year, reaching ARS $22.025.462 million pesos. This growth significantly outpaced the interannual inflation of 117.7%.
• The number of purchase orders in 2024 grew by 5%, totaling 246 million transactions.
• Over 504 million units were sold in 2024, a 3% increase from the previous year.
• The average ticket value in 2024 was ARS $92.341, a 176% increase compared to 2023.
• For the first half of 2025, e-commerce invoicing grew by 284% compared to the same period in 2023.
• In the first quarter of 2025, one platform reported a 30.68% increase in issued receipts compared to the same period in 2024, with the average ticket growing by 56.45%, from ARS $32.420 in 2024 to ARS $50.716 in 2025. The total billing on this platform showed a 104.53% increase between Q1 2024 and Q1 2025.
• Statista projects that by 2029, e-commerce in Argentina will generate revenues of USD 28.630 million.
• In 2024, over 60% of Argentinians chose to buy online.
• Over 37 million Argentinians are internet users, and 90% of the online adult population (18.3 million people) have made at least one online purchase.
• Mobile devices accounted for 80% of online purchases in 2024.
• The logistics market for e-commerce in Latin America was estimated at USD 5.63 billion in 2024 and is expected to reach USD 6.28 billion in 2025, with a projected CAGR of 10.30% from 2025 to 2030.

Specific volumes and sizes for each step (e.g., number of website visits, volume of payments processed by specific gateways excluding the overall transaction volume, number of packages handled by individual logistics providers) are generally not publicly available in granular detail across all players. However, the overall market figures demonstrate the scale of the activities within each value chain step. For instance, 246 million purchase orders in 2024 directly translate to a similar volume of transactions handled by payment processors and a considerable volume of packages managed by logistics providers.

Value Chain Summary Table

Value Chain Step	Key Segments	Types of Players	Main Activities	Key Players (Examples)	Estimated Volumes/Sizes (Related)
1. Online Platform/Marketplace	Marketplaces, Brand/Retailer Own Stores, Social Commerce, Platform Providers	Marketplace operators, Retailers, Brands, Individuals, Platform companies	Product listing, Catalog management, Website/app development, Sales funnel optimization, Customer account mgmt.	Mercado Libre, Fravega, Tienda Mia, Tiendanube, Mercado Shops, VTEX	ARS $22.025.462 million in billing (2024), 246 million purchase orders (2024).
2. Customer Acquisition & Engagement	Digital Marketing, Sales Strategy, CRM	Digital Marketing Agencies, In-house teams, CRM providers	SEO, Paid advertising, Social media marketing, Email marketing, Promotions, UX/CRO, Loyalty programs.	Go! Digital Ecommerce, Seonet Digital, Way2net, Integrated tools on platforms (Tiendanube, Mercado Shops).	Reflects overall market growth and transaction volumes. Over 60% of Argentinians buy online. Mobile accounts for 80% of purchases.
3. Payment Processing	Payment Gateways, Digital Wallets, Payment Processors	Fintech companies, Banks, Financial Institutions, Marketplace payment solutions	Transaction authorization, Secure data transmission, Fraud prevention, Fund settlement, Digital wallet features.	Mercado Pago, MODO, Geopagos, Banks (Visa, Mastercard).	Credit cards used in 78% of purchases (historically, still leading), increasing use of digital wallets. Handled volumes tied to overall transactions (246 million orders in 2024).
4. Logistics & Fulfillment	Warehousing, Picking/Packaging, Last-Mile Delivery, Reverse Logistics	Own logistics, 3PLs, Postal Services, Specialized delivery companies	Inventory storage/mgmt., Order processing, Packaging, Transportation, Route optimization, Delivery tracking, Returns handling.	Mercado Envios, Correo Argentino, TASA Logística/DPD Argentina, shipnow.	Over 504 million units sold in 2024 require logistics handling. Latin America e-commerce logistics market estimated at USD 6.28 billion in 2025.
5. Customer Service & Post-Sale	Customer Support, Returns/Refunds, Feedback/Relationship Building	In-house teams, 3rd party providers, Platform tools	Answering inquiries, Resolving issues, Managing returns/refunds, Collecting feedback, Loyalty programs.	Managed by individual e-commerce businesses, supported by platform tools.	Directly related to the volume of transactions and customer interactions.

Examples of Main Players

Mercado Libre: The undisputed leader in the Argentinian e-commerce landscape and Latin America. It operates a vast online marketplace offering a wide array of products from numerous sellers. Its integrated ecosystem, including Mercado Pago for payments and Mercado Envios for logistics, provides a comprehensive solution for both buyers and sellers, contributing significantly to its dominance. Mercado Libre processed billions of transactions and shipped millions of items across Latin America, with Argentina being a core market. The company generated substantial regional revenue, with Argentina contributing a significant portion.

Tienda Mia: A significant cross-border e-commerce player enabling Argentinian consumers to purchase products from major international retailers like Amazon, eBay, and Walmart in the US. They handle the complexities of international logistics, payments, and customs, making global shopping accessible. Tienda Mia processes thousands of cross-border orders into Argentina.

Fravega: A major Argentinian retailer specializing in electronics and home appliances with a strong online presence that complements its extensive network of physical stores. They have invested heavily in their digital channel, offering nationwide delivery and omnichannel options like online purchase with in-store pickup. Fravega processes thousands of online orders weekly, contributing significantly to its overall revenue.

Musimundo: Another prominent Argentinian retail chain focusing on electronics, technology, and entertainment products with an established online store. They compete directly with other large electronics retailers online and offer various payment and delivery options. Musimundo's e-commerce channel is a key contributor to its revenue.

Coto Digital (Coto): The online arm of one of Argentina's largest supermarket chains. Coto Digital provides online ordering and delivery/pickup for a full range of grocery and household products. This represents a significant digital transformation effort by a traditional retailer in the mass consumption sector. Their online sales contribute a growing portion to Coto's overall revenue.

Carrefour Argentina: The local subsidiary of the global retail giant, operating hypermarkets and supermarkets with a robust online store. They offer a wide variety of products online, from groceries to electronics, as part of their global omnichannel strategy. E-commerce is a significant contributor to Carrefour Argentina's revenue.

Tiendanube: A leading e-commerce platform provider in Latin America, widely used in Argentina. It offers businesses the tools to easily create and manage their own online stores without requiring extensive technical knowledge. Tiendanube hosts over 140,000 active brands in the region and provides features like integrated payment solutions (Pago Nube) and shipping options.

Mercado Pago: Mercado Libre's integrated payment platform, widely used within the Mercado Libre ecosystem and also adopted by many external online and offline businesses in Argentina. It is a dominant player in the online payment processing segment, supporting various payment methods including credit cards and digital wallets.

Mercado Envios: Mercado Libre's logistics solution, providing shipping services for sellers on its marketplace. It plays a crucial role in the fulfillment step of the e-commerce value chain, offering various delivery options and improving logistics efficiency for online sellers.

TASA Logística / DPD Argentina: A joint venture between Argentinian logistics company TASA Logística and European parcel operator Geopost, aimed at strengthening last-mile delivery solutions for e-commerce in Argentina. This partnership highlights the growing importance of professionalized logistics in the Argentinian e-commerce market.

Volumes and Sizes

The e-commerce market in Argentina experienced substantial growth in 2024. The total billing reached ARS $22.025.462 million pesos, representing a remarkable 181% increase compared to 2023. This growth significantly surpassed the interannual inflation rate of 117.7% by 64 points, indicating a real expansion of the sector.

In terms of transaction volume, there were 246 million purchase orders placed in 2024, a 5% increase compared to the previous year. The number of units sold also saw growth, reaching over 504 million, a 3% rise from 2023.

The average ticket value for online purchases in 2024 was ARS $92.341, marking a substantial 176% increase compared to 2023.

Looking into 2025, early data for the first half of the year shows continued strong growth, with e-commerce billing increasing by 284% compared to the same period in 2023. One platform reported a 104.53% increase in total billing between the first quarters of 2024 and 2025, with the average ticket increasing by 56.45% from ARS $32.420 in Q1 2024 to ARS $50.716 in Q1 2025.

Market projections by Statista anticipate that the e-commerce market in Argentina will generate USD 28.630 million in revenue by 2029.

Over 60% of the Argentinian population chose to shop online in 2024. The number of online buyers in Argentina, among the adult online population, is estimated to be over 18.3 million. Mobile devices are the dominant channel for online shopping, accounting for 80% of purchases in 2024.

Regarding payment methods, credit cards continue to be the most frequently used for online purchases, historically accounting for a large percentage of transactions, although digital wallets are rapidly gaining ground.

Geographically, the Área Metropolitana de Buenos Aires (AMBA) concentrated the largest share of e-commerce billing in 2024, accounting for 42% of the total. This was followed by the province of Buenos Aires with 17% and the Litoral region with 13%. Other regions like the South and Center each contributed 8%, while NOA and Cuyo represented 7% and 5% respectively, indicating room for further expansion in less concentrated areas.

In terms of market share by category in 2021, Electronics and Media was the largest segment, followed by Fashion, Furniture and Appliances, Toys, Hobby & DIY, and Food and Personal Care. More recent data for 2024 indicates that the categories with the highest billing were Pasajes y Turismo; Alimentos, Bebidas y Artículos de limpieza; Equipos de audio, imagen, consolas, TI y telefonía; Artículos para el hogar; and Electrodomésticos. Categories showing significant growth in 2024 included Indumentaria, Salud y Belleza, and Home & Deco.

The logistics market supporting e-commerce in Latin America, which includes Argentina, was valued at USD 5.63 billion in 2024 and is projected to reach USD 6.28 billion in 2025.

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