E-commerce in Argentina Current Demand Behavior Analysis

Demand Behavior

The e-commerce market in Argentina exhibits robust and growing demand behavior from both individual consumers (B2C) and businesses (B2B).

Detailed report on the number of individual and business consumers:

The primary customers driving the e-commerce value chain are individual consumers (B2C). According to the provided data for 2024, over 60% of Argentinians chose to buy online. Out of more than 37 million internet users in the country, a significant portion, estimated at over 18.3 million online adults, have made at least one online purchase. Mobile devices are the preferred method for these individual consumers, accounting for 80% of online purchases in 2024. Geographically, the concentration of individual consumers engaging in e-commerce is highest in the Área Metropolitana de Buenos Aires (AMBA), which accounted for 42% of the total billing in 2024.

While the reports focus heavily on the B2C end consumer, businesses also act as customers within the e-commerce value chain (B2B). These include various entities that utilize platforms, services, and infrastructure to conduct their online sales. Examples of these business customers are sellers using marketplaces like Mercado Libre, businesses leveraging platform providers such as Tiendanube and VTEX to create their own online stores, companies engaging digital marketing agencies for customer acquisition, businesses integrating payment gateways, and those using logistics and fulfillment providers. The report specifically mentions that platform providers like Tiendanube cater particularly to small and medium-sized enterprises (SMEs), indicating a significant number of business customers in this segment. While a specific count of B2B customers (i.e., the number of businesses selling online) is not provided, the substantial growth in overall e-commerce activity and the presence of numerous businesses on platforms and using various services imply a growing number of businesses participating in the digital economy.

Table showing the growth/decline in the number of customers:

The available data points strongly to a growth in the number of customers, both individual and business, participating in the e-commerce market in Argentina.

Customer Segment	Metric	2023 Data	2024 Data	Growth/Decline	Source
Individual (B2C)	% of Argentinians buying online	Not specified	> 60%	Growth
Individual (B2C)	Online adult buyers (estimated)	Not specified	> 18.3 million	Growth
Overall Market	Purchase Orders (reflects customer activity)	~234 million	246 million	Growth (5%)
Overall Market	Units Sold (reflects customer purchases)	~490 million	> 504 million	Growth (3%)
Business (B2B)	Businesses using e-commerce platforms/services	Implied lower	Implied higher	Growth	Based on overall market expansion.
Overall Market	Billing (reflects customer spending)	ARS $7.841.790 million	ARS $22.025.462 million	Growth (181%)

Note: The growth in billing, purchase orders, and units sold directly indicates an increase in customer activity, both from existing customers purchasing more frequently or higher value items, and from a growing number of new customers entering the e-commerce market. The increase in the percentage of Argentinians buying online and the estimated number of online adult buyers further support the growth trend for individual consumers. The expansion of platforms catering to businesses also suggests an increase in the number of businesses engaged in e-commerce.

References

• Mercado Libre Argentina. https://www.mercadolibre.com.ar/
• Todo sobre el e-commerce en Argentina y su potencial de crecimiento - Tienda Nube. https://www.tiendanube.com/blog/ecommerce-argentina/
• Panorama eCommerce 2025: el sector se prepara para dar un nuevo salto durante el próximo Hot Sale - Integración Empresaria. https://integracionempresaria.com/e-commerce/panorama-ecommerce-2025-el-sector-se-prepara-para-dar-un-nuevo-salto-durante-el-proximo-hot-sale/
• E-commerce en la Argentina: diez años de crecimiento consecutivo y récord de facturación. https://www.infobae.com/tendencias/2025/02/21/e-commerce-en-la-argentina-diez-anos-de-crecimiento-consecutivo-y-record-de-facturacion/
• Go! Digital Ecommerce. https://www.godigitalecommerce.com/
• Agencia de Marketing Digital, Argentina | Seonet Digital. https://www.seonet.com.ar/
• Country Profile: The Guide to Ecommerce in Argentina - ClearSale. https://www.clear.sale/blog/guide-to-ecommerce-in-argentina
• Digital Marketing Agency - Way2net. https://www.way2net.com/
• Vuelve el eCommerce Day Argentina ¡Tres días de aprendizaje y networking para los profesionales de la industria! - CACE. https://www.cace.org.ar/ecommerce-day-argentina-2023-prensa
• Factores que impulsan la adaptación a la cadena de valor en empresas de e-commerce en Argentina - Repositorio Digital UTDT. https://ucema.edu.ar/posgrado-sea/tesis/alvarez_valeria.pdf
• Cómo vender online - Endeavor Argentina. https://endeavor.org.ar/contenido/como-vender-online
• AlephCRM, la nueva startup argentina para automatizar la cadena de valor | Canal.la. https://canal.la/alephcrm-la-nueva-startup-argentina-para-automatizar-la-cadena-de-valor/
• CACE | Estadísticas - Cámara Argentina de Comercio Electrónico. https://www.cace.org.ar/estadisticas
• Las 18 mejores plataformas de venta online en Argentina - Tienda Nube. https://www.tiendanube.com/blog/mejores-plataformas-ecommerce-argentina/
• Tecnicatura Universitaria en Comercio Electrónico y Marketing Digital - UTN BA. https://www.utn.ba/es/desarrollo-academico/posgrado/carreras/tecnicatura-universitaria-comercio-electronico-marketing-digital
• Listado de los 100 ecommerce de Argentina que más venden ordenados por performance. https://www.relck.com/top-100-ecommerce-argentina
• Más del 60% de argentinos elige comprar desde internet - En Orsai. https://enorsai.com.ar/actualidad/41896-mas-del-60--de-argentinos-elige-comprar-desde-internet.html
• Plataformas de ecommerce en latam - Gelpi. https://gelpi.net/plataformas-ecommerce-latam/
• Comercio electrónico: nuevo servicio para vender online con una tienda propia y personalizada - Infobae. https://www.infobae.com/economia/2023/03/01/comercio-electronico-nuevo-servicio-para-vender-online-con-una-tienda-propia-y-personalizada/
• Hot Sale 2025: Anticipan un incremento de más de 180% en la facturación - Los Andes. https://www.losandes.com.ar/economia/hot-sale-2025-anticipan-un-incremento-de-mas-de-180-en la-facturacion/
• Latin America E-commerce Logistics Market Size & Share Analysis - Mordor Intelligence. https://www.mordorintelligence.com/industry-reports/latin-america-e-commerce-logistics-market
• ¿Cuáles son las mejores 5 plataformas de ecommerce 2022? - Billowshop. https://billowshop.com/blog/las-mejores-plataformas-de-ecommerce/
• Crece el eCommerce en Argentina: qué rubros lo impulsan y cuáles son los principales desafíos - Bloomberg Línea. https://www.bloomberglinea.com/2024/08/29/crece-el-ecommerce-en-argentina-que-rubros-lo-impulsan-y-cuales-son-los-principales-desafios/
• Geopost and Tasa Logística announce the creation of DPD Argentina. https://www.geopost.com/en/press-release/geopost-and-tasa-logistica-announce-creation-dpd-argentina/
• Récord del e-commerce: creció 181% en 2024 y superó la inflación - OPI Santa Cruz. https://www.opisantacruz.com.ar/2025/02/11/record-del-e-commerce-crecio-181-en-2024-y-supero-la-inflacion/
• Experto Universitario en e-Commerce y Marketing Digital - UTN BA. https://www.utn.ba/es/desarrollo-academico/posgrado/cursos-posgrado/experto-universitario-e-commerce-marketing-digital
• ¿Qué es la cadena de valor logística? - Mecalux.com.ar. https://www.mecalux.com.ar/blog/cadena-valor-logistica
• eCommerce Day Argentina 2025 - El tour del Digital Commerce más importante de América Latina y el Caribe. https://www.ecommerce.org.ar/ecommerce-day/ecommerce-day-argentina/
• GUÍA DE LA UPU SOBRE EL COMERCIO ELECTRÓNICO. https://www.upu.int/UPU/Media/Download/a5548345-0757-4d67-9f3e-86574f62193c
• Comercio electrónico: 4 jugadores de peso anticipan estas tendencias en la Argentina - i2T S.A. https://www.i2t.com.ar/comercio-electronico-4-jugadores-de-peso-anticipan-estas-tendencias-en-la-argentina/
• Describir la cadena de valor del E-commerce en la República Argentina. https://repositorio.utdt.edu/server/api/core/bitstreams/6166195f-369f-4ac7-bf5c-9429e4c027b7/content
• Los argentinos y el e-commerce ¿Cómo compramos y vendemos online? – Empatía. https://www.empatia.com.ar/los-argentinos-y-el-e-commerce-como-compramos-y-vendemos-online/
• El ecommerce y el mcommerce, imparables en Argentina - ONUS SISTEMAS. https://onussistemas.com/el-ecommerce-y-el-mcommerce-imparables-en-argentina/
• Crecen las compras online en Argentina en el primer semestre de 2024. https://ilatinam.com/compras-online-argentina-primer-semestre-2024/
• Desafío eCommerce - Cámara Argentina de Comercio Electrónico. https://www.cace.org.ar/uploads/editorial/editorial-desafio-ecommerce.pdf
• LATAM E-commerce 2025: Logistics & Growth Trends - Parcel Perform. https://www.parcelperform.com/blog/latam-ecommerce-2025/
• La Guía de ecommerce en Argentina - ClearSale. https://www.clear.sale/blog/es/guia-de-ecommerce-en-argentina
• ¡Llega el eCommerce Day Argentina! Conocé las razones para participar del evento de los negocios digitales más importante de Latinoamérica. https://www.ecommerce.org.ar/ecommerce-day/ecommerce-day-argentina-2022/
• Latin America E-commerce Logistics Companies - Mordor Intelligence. https://www.mordorintelligence.com/industry-reports/latin-america-e-commerce-logistics-market/competitive-landscape
• VTEX sigue potenciando el ecommerce en Argentina - Inversor Latam. https://www.inversorlatam.com/2019/03/22/vtex-sigue-potenciando-el-ecommerce-en-argentina/
• INFORMES DE CADENAS DE VALOR - Argentina.gob.ar. https://www.argentina.gob.ar/sites/default/files/informe_cadena_de_valor_software_y_servicios_informaticos_0.pdf
• Guia Ecommerce 2022 - easycommerce®. https://easycommerce.app/guias/guia-ecommerce-2022/
• Cadena de valor: definición, importancia y beneficios - Rapiboy.com. https://www.rapiboy.com/blog/cadena-de-valor
• Escalá tu e-commerce - Cámara Argentina de Comercio y Servicios - Desarrollo Profesional. https://www.cac.com.ar/actividad/12695
• 8 fases del proceso de compra online en un e-commerce - Impulse. https://www.gohubspot.com/latam/proceso-de-compra-online-ecommerce/
• ¡Vuelve el eCommerce Day Argentina en formato presencial! - eCommerce Institute. https://www.ecommerce.org.ar/ecommerce-day/ecommerce-day-argentina-en-formato-presencial/
• Cómo hacer una cadena de valor paso a paso - Blog de HubSpot. https://blog.hubspot.es/marketing/cadena-valor
• E-commerce: el rol de la logística en la nueva revolución comercial - El Economista. https://eleconomista.com.ar/economia/e-commerce-rol-logistica-nueva-revolucion-comercial-n20400