The retail and e-commerce landscape in Latin America grew by 20% in 2024, reaching a total value of MX$789.7 billion (US$39.3 billion), according to the Mexican Association of Online Sales (AMVO). This growth was fueled in part by the rapid adoption of conversational commerce, with businesses leveraging messaging apps, AI-powered chatbots, and in-chat payment solutions to enhance customer experiences and drive sales.

“Conversational commerce, powered by AI chatbots and WhatsApp integration, enables real-time customer service and personalized shopping experiences,” said  Bernardo Brandão, CMO, Tiendanube, in an interview with MBN.

As mobile-first consumers demand instant, personalized, and seamless interactions, companies that fail to adapt risk falling behind more agile competitors. Latin America is emerging as a global leader in digital commerce, with countries like Mexico, Brazil, and Argentina experiencing double-digit growth in e-commerce adoption. “With over 90 million users in Mexico, WhatsApp is at the forefront of messaging experiences. In parallel, business messaging solutions powered by AI tools are quickly becoming essential to ensure cost-effective and efficient communication between businesses and their customers,” said Daniel Zenteno, CTO, Blip, to MBN. 

Encuentre más estadísticas en  Statista Latin America is one of the most connected regions globally, with over 450 million smartphone users and widespread use of messaging platforms. In Mexico, WhatsApp is the preferred communication tool for 95% of internet users, making it a natural channel for business-consumer engagement. While e-commerce has grown rapidly in recent years, conversational commerce addresses transactions that are still conducted in cash, according to Giovane Zago, COO, Bravium.

Consumers are increasingly using messaging apps to connect with brands, inquire about products, and complete purchases. E-commerce in Latin America grew by 25% in 2023, with mobile transactions dominating, according to AMVO data.  AI-powered chatbots are transforming customer engagement, enabling 24/7 support, personalized product recommendations, automated order tracking, and in-chat payments, according to Sergio Acevedo, Founder and CEO, Concepto Móvil.

Advancements in generative AI and natural language processing can make interactions more human-like, boosting customer satisfaction and conversion rates.  “AI has its greatest impact in repetitive processes but is not suitable for all use cases. It is crucial to monitor its effectiveness to ensure accurate answers and avoid user confusion,” added Acevedo. 

One major barrier to e-commerce adoption in Latin America has been friction in payment processing. “China leads with super-apps like Alipay and WeChat, which integrate payments, shopping, and other services. Latin America is not there yet, but technology is advancing as large marketplaces begin integrating payments,” said Sebastian Tamahana, CEO, Openpass, to MBN. WhatsApp Pay has already launched in Brazil and is expected to expand across the region. In Mexico, CoDi (Digital Collection System) enables instant QR-based payments, reducing reliance on credit cards.

According to Banxico data, CoDi transactions increased in 2023, with an average of 12,111 daily transactions in December. “CoDi and other payment methods will gain traction; it’s just a matter of patience and consistency,” said Jaime Márquez, Partner and Executive Director of Business Development, STP. The integration of AI-powered chatbots, in-chat payments, and the widespread use of messaging platforms is redefining how consumers interact with brands. “Consumers want to feel closer to brands, and conversational commerce is a powerful channel to achieve that,” concluded Brandão.