Top Domains and Websites: A Closer Look at Latin America's Digital Landscape

Table of Content

Introduction
Latam's Economic Outlook
Embracing Digital Technologies and the Internet: Digital Growth in Latam
What are the Top-Ranking Countries for Internet Use in Latam?
Ranking of Registered domains by country and ccTLD
Social Media Usage Across Latin America
Tech Innovations Shaping the Latin America's Online Presence
Challenges and Opportunities in Latin America's Digital Future
Leveraging Digital Trends: Opportunities for NSPs
E-commerce Boom: Key Platforms in Latin America
Conclusion
 

Introduction

Latin America, renowned for its rich culture and diversity, is undergoing rapid transformation in the digital age of 2024. With a population of 660 million, a significant portion is embracing technology, driving economic shifts, fostering community connections, and asserting a prominent presence on the global digital frontier.

Driven by rich resources, a youthful population, and strategic policies, Latin America is overcoming challenges such as unequal data access to lead in digital adoption, especially in e-commerce and financial services. Brazil stands out with innovations like Pix, while AI offers potential solutions to socio-economic disparities in education and healthcare.

This blog explores Latin America's vibrant digital ecosystem in 2024. We examine the top websites and domains, economic drivers of digital growth, and internet penetration rates across countries.

Highlights include Brazil’s leading online platforms, Mexico’s key players in digital entertainment, Argentina’s influential digital services, and Colombia’s top-ranked websites. We also delve into the booming e-commerce sector, social media trends, and tech innovations shaping the region's evolving digital landscape.
 

Latam's Economic Outlook

The outlook for Latin America's economy and its 660 million inhabitants in 2024 is cautiously optimistic, despite notable challenges in countries such as Argentina. Overall, stabilizing inflation and easing monetary policies are likely to enhance internet accessibility and affordability. Despite a gradual slowdown in GDP growth, strong labor markets could support continued growth in digital services and online engagement among consumers.
 
Investments in digital infrastructure may proceed more cautiously, but overall internet penetration and usage are expected to rise, driven by consumer demand for connectivity and digital solutions.



Figure 1. Population of Latin America vs GDP by Country. Source: Atlantico​.
 

Embracing Digital Technologies and the Internet: Digital Growth in Latam

Latin America has transformed from limited digital connectivity to a vibrant hub of digital innovation, driven by widespread internet access. This shift not only changes consumer behaviors but also elevates the region on the global digital stage.

In 2022, Latin America and the Caribbean had about 549.43 million internet users, making it the world's fourth-largest online market. Despite significant variation in access due to political and economic conditions, Latin America leads its subregions with a 73% internet user rate, with countries like Chile and Argentina reaching around 85%.



Figure 2. Internet User by % of Regional Populations. Source: Emarketeer.

The rise of unicorn companies in Brazil, Argentina, and Mexico highlights Latin America's growing digital presence, promoting economic empowerment and job creation. Key to this growth is closing the internet connectivity gap, with countries such as Chile and Argentina achieving penetration rates akin to the more developed Western economies. This connectivity boost has spurred e-commerce, online media consumption, and digital inclusivity, despite ongoing challenges.

1. Access Inequality: Internet access varies greatly within the region, with significant disparities between countries and income groups.

2. Skill Shortages: Many Latin Americans lack the skills to use digital technologies professionally, affecting productivity, especially in small firms.

3. Technology Adoption and Innovation: Digital payments and e-commerce have surged, with notable developments like Brazil's Pix system. Many start-up unicorns focus on fintech and e-commerce, indicating growth potential.

4. Investment in R&D: Latin America's investment in research and development lags behind OECD countries and China, reflected in low global patent applications and high imported intellectual property.

5. 5G Advancement: 5G is in early stages, with only 6% of mobile lines using it in 2023, mainly in Brazil, Chile, Mexico, and Peru. Despite slow deployment, 5G is expected to dominate by 2028.

6. AI Potential and Challenges: Latin America risks falling behind in AI, with projected economic impacts much lower than North America and China.

Despite these challenges, Latin America has made significant strides in recent years. Addressing gaps in access, skills, and investment is crucial for leveraging digital technologies for equitable growth and staying competitive globally.
 

What are the Top-Ranking Countries for Internet Use in Latin America?

As of January 2023, Brazil had about 181.8 million internet users, surpassing the combined total of Mexico and Argentina, which rank second and third, respectively. In the Caribbean, the Dominican Republic had the highest number of internet users.

Figure 3. Number of Internet Users (in Millions) in Selected Latin American Countries as of January 2023. Source: Statista.com.
 

Ranking of Registered Domains by Country and ccTLD

Brazil leads Latin America with 8,381,619 .br domains, accounting for 1.12% of global registrations. Colombia follows with 5,836,481 .co domains, making up 0.78%. Mexico has 1,348,050 .mx domains (0.21%), while Argentina has 667,402 .ar domains (0.11%). Chile, with 704,582 .cl domains (0.13%), and Peru, with 209,013 .pe domains (0.03%), also contribute to the region's domain registrations. Other countries, such as Panama, Costa Rica, and Ecuador, have less significant shares, all under 0.01%.

Figure 4. Number of Registered Domains and ccTLDs by country (Approx. Figures 2023/2024. Source: Elaborated by author with data from domainnamestat.com and country registries. *latest figure from nic. mx (May 2024); ** latest figure from nic.ar (June 2024); *** latest figure from nic.cl (June 2024).
 

Social Media Usage Across Latin America

Latin America and the Caribbean constitute the fifth largest regional market for social media globally, boasting over 306.76 million users in South America alone.

Social media has profoundly transformed communication and information consumption in Latin America, where average daily usage is 3 hours and 32 minutes per person. This high engagement highlights the region's deep integration with various social platforms.

Facebook remains a dominant force, connecting diverse communities with its extensive user base. Alongside Facebook, YouTube, WhatsApp, Instagram, and TikTok are widely popular. Each platform offers unique content formats that appeal to different preferences and age groups: YouTube's extensive video library, WhatsApp's messaging services, Instagram's visual content, and TikTok's short-form videos contribute to their widespread adoption.

Brazil and Mexico lead in social media engagement. Brazil, with its 165.46 million active social media users, is a key market for platforms looking to expand. Mexico follows with another 98.21 million. Argentina also shows high levels of activity, especially on Instagram and WhatsApp.

The rapid growth of social media in Latin America is driven by increased access to affordable smartphones and mobile data, expanding digital connectivity across the region. This growth has also boosted influencer marketing and social commerce, where businesses leverage the extensive reach and engagement of social platforms to connect with consumers effectively.

Figure 5. Social network usage in Latin America from 2019 to 2025 by platform. Source: Statista 2024.

Tech Innovations Shaping the Latin America's Online Presence

Latin America is undergoing a digital revolution, with vendors in Buenos Aires accepting digital payments and freelancers in Bogotá connecting globally via high-definition video calls.

Internet penetration has surged from 43% to 78% in the past decade, with Chile exceeding 85%. This growth, driven by middle and lower-income classes, has placed Brazil and Mexico among the top 10 countries with the largest digital populations, totaling 282 million users in 2023.

1. Digital Shift in Business: Digital integration among Latin American businesses has surged, with remote work policies now in 85.6% of companies. This shift has popularized home offices and co-working spaces, attracting foreign investments. According to KPMG, 45% of companies and investors see unprecedented opportunities for mergers and acquisitions, particularly in Mexico, Brazil, and Costa Rica.

2. Changing Consumption Habits: E-commerce has dramatically grown, with users doubling from 126 million to 267 million in five years. Services like education and healthcare increasingly rely on the Internet, highlighting the need for enhanced connectivity infrastructure.

3. Digital Financial Services: Banking accessibility has grown significantly, with 95% of Latin Americans using mobile or Internet banking, up from 36% a decade ago. The rise of FinTech has promoted financial inclusion, driving demand for secure network infrastructures.

4. Rise of IoT and AI: The IoT sector in Latin America is expanding, with 996 million connected devices estimated in 2023. AI, especially with the rise of ChatGPT, is advancing IoT further. Brazil leads in ChatGPT usage, reflecting a growing interest in AI, which is being integrated into educational programs across the region.​

5. Entertainment and Social Media: Latin America is the second fastest-growing region for streaming services, with Video On Demand subscribers expected to rise from 92 million in 2023 to 139 million by 2027. The region also leads in social media engagement, highlighting its significant global digital presence.

Challenges and Opportunities in Latin America's Digital Future

Latin America's digital future brims with potential alongside significant challenges. While rapid internet penetration and digital integration promise vast opportunities, there are critical hurdles to navigate:

• Infrastructure Disparities: Equitable access to high-speed internet remains a pressing issue, particularly in remote and underserved regions. Network Service Providers (NSPs) can drive digital inclusion by expanding infrastructure investments in these areas.

• Cybersecurity Threats: The surge in digitalization heightens cybersecurity risks. NSPs must prioritize robust measures to safeguard user data and transactions, bolstering trust in digital services.

• Skills Development: There's a growing demand for skilled professionals in AI, cybersecurity, and digital marketing. Collaboration between NSPs, educational institutions, and government bodies is crucial to promoting digital literacy and fostering a capable workforce.

To thrive in this dynamic landscape, advertisers and retailers must adapt to evolving consumer engagement and expenditure patterns amidst Latin America's ongoing digital transformation.

Leveraging Digital Trends: Opportunities for NSPs

NSPs in Latin America can leverage these digital trends by investing in 5G and expanding fiber optic networks, especially in rural areas. Promoting digital literacy and education through partnerships can expand the user base and foster a technologically adept society. Strategic investments and innovations will allow NSPs to support and benefit from the region's digital evolution.

E-commerce Boom: Key Platforms in Latin America

• The e-commerce landscape in Latin America is experiencing robust growth, with transaction volumes projected to escalate significantly to more than US$700 billion by 2026.

• Key factors influencing consumer behavior include a strong emphasis on competitive pricing and accurate product descriptions.

• Marketplaces such as Mercado Libre are highly favored, alongside supermarkets and brand websites, while social media platforms are increasingly becoming popular for shopping.

• Cross-border shopping trends highlight the US and China as preferred destinations, particularly for categories like clothing, electronics, and personal care items.

• Mobile devices play a crucial role in product research, with retail sites preferred over search engines.

• Social commerce is also gaining momentum, with Facebook and Instagram leading in direct purchases through their platforms.

• Livestream e-commerce, facilitating real-time product interactions and transactions, is also on the rise across various e-commerce apps and social media channels.

• These insights underscore opportunities and trends that marketers can leverage to optimize their strategies in Latin America's evolving digital marketplace.

Figure 6. Top sites for Online Shopping in Latin America. Source: Americas Market Intelligence.

Conclusion

1. Latin America's rapid digital transformation is driven by increasing internet penetration and adoption of digital technologies, reshaping economies, enhancing connectivity, and fostering innovation across the region.

2. Popular websites in LATAM, such as YouTube, Wikipedia, WhatsApp, Instagram, Facebook, and MercadoLibre, underscore the region's strong preference for global platforms and local content providers like Globo.com in Brazil and CanalRCN.com in Colombia, reflecting vibrant regional interests.

3. Despite progress, significant disparities in internet access within Latin America persist due to economic and infrastructural factors, posing challenges to digital inclusion across the region.

4. The surge in e-commerce and fintech solutions, exemplified by Brazil's Pix payment system, presents substantial opportunities for growth in digital financial services, driving financial inclusion and transforming consumer behavior in Latin America.

5. Businesses and NSPs can capitalize on Latin America's digital growth by focusing on reliable infrastructure, localizing services, and understanding local preferences and behaviors, essential for navigating the diverse digital landscape of the region effectively.