Insights into the growth of Argentinian eCommerce


Argentina is home to 43.85 million people with a total GDP of 545.48 billion USD and GDP per capita of 14,764 USD, which is expected to reach 19,464 USD by 2022.

Digital User Insights

There are currently 17.46 million eCommerce usersin Argentina, who spend $241.33 USD online annually. Four years from now, an expected 20.56 million online shoppers will spend approximately $319.56 USD.

Argentina  Online

Internet usage

Dividing internet usageinto age groups gives a better picture of the Argentinian eCommerce market – 91% of 16-24 year olds, 87% of 25-34 year-olds and 85% of 35-44 year-olds log on daily. The older generations also log on regularly with 45-54 year-olds and over 55s showing an 85% and 68% daily penetration rate, respectively.

Argentina  Usage

Product Categories

Total Argentinian eCommerce revenue across all product categories is 4.26 billion USD, and is expected to grow to 6.57 billion USD by 2022. Fashion is currently the leading product category in Argentina, accounting for 1.39 billion USD market share, followed by Toys, Hobby & DIY, which generates 966.1 million USD in sales.

By 2022, Fashion will still be the most purchased online category, with an estimated value of 2.11 billion USD, and second favorite, Toys, Hobby & DIY will have an expected worth of 1.48 billion USD.

Argentina  Revenue


In 2016, Argentina was ranked 66th in the World Bank Logistics ranking.

Preferred Online Payments

30% of Argentinian shoppers like to pay via credit card when shopping online.

Argentina  Payments

Where does Argentina buy from?

Brazil supplies Argentina with $13.4 billion USD in imports – ranging from cars to telephones. Argentina’s other key import partners are the United States ($8.51 billion), China ($7.2 billion), Germany ($2.96 billion) and Mexico ($1.41 billion).

Argentina  Imports

Internet and Device Usage

Internet penetration in Argentina is currently 63.1%, and should reach 64% by 2022. Smartphone penetration is less (52.2%), but is projected to grow to 60.5% in the next four years.

85% of online shoppers in Argentina buy via desktop, a stark contrast to the amount of smartphone (8%) and tablet (3%) shoppers.

Argentina  Devices


In 2018, an estimated 1.46 billion USD of Argentinian ad spend will be spent on digital advertising.

Argentina  Ad Spend

Social Media

23.51 million people in Argentina are active social network users, thanks to YouTube, Facebook and Whatsapp, which are the leading social networks.

Argentina  Social

For more market insights, check out the eShopWorld series of blogs covering a range of emerging eCommerce markets.

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