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Despite the relatively low broadband penetration in Latin America as a whole - at less than 10% - thanks to cyber cafes and office connections the actual number of internet users approaches one-third of the region's population, at 181mn users, according to Visa.
Internet research firm comScore calculates that 50% of these users regularly make online purchases, so not only is there ample room for further uptake of e-commerce by established internet users, but there is also plenty of potential for the internet-using population to increase in the first place.
Even so, the 90mn people who actually engage in e-commerce are more than enough to support services like eBay and Groupon, which have replicated themselves rapidly and very successfully to Latin America.
In fact, according to the Latin American e-commerce institute (ILCE), B2C sales in the region are expected to generate revenue of US$49bn this year, up 40% compared to 2010.
BNamericas' latest IT Intelligence Series, "Unstoppable e-commerce: clicking away in Latin America," looks at the various factors set to ensure that e-commerce continues growing in this region, as well as the ways this segment has changed in recent years.