Latam 2026: The Trends That Will Redefine Digital Consumption, Commerce, and Advertising

2025 marked a turning point for the digital ecosystem in Latin America. Consumption habits changed, technology adoption accelerated, and new players emerged at unprecedented speed. But it is in 2026 when these forces fully consolidate and redefine how brands connect with audiences.

From the rise of China-driven social commerce and the boom of microdramas to the central role of artificial intelligence in search and shopping, Latin America is positioning itself as one of the most dynamic markets in the digital world.

These are the key trends set to dominate 2026 in the region, according to an eMarketer report.

1. China accelerates social commerce and reshapes regional ecommerce

Latin America has become the new strategic territory for major Chinese ecommerce platforms. As trade between China and the U.S. slows, the region emerges as a natural alternative: large markets, mobile-first consumers, and high digital adoption.

Platforms such as TikTok Shop, Shein, and Temu do not compete gradually. They enter with aggressive investments in user acquisition, discounts, gamified experiences, and local partnerships. This model puts pressure on traditional players, which have historically prioritized retention and profitability over volume.

TikTok Shop is the most disruptive case. Its combination of entertainment + shopping turns purchasing into a continuous experience driven by creators and short-form content. According to eMarketer 2025, its growth in Brazil and Mexico already places it on par with major local retailers in online sales.

What to expect in 2026:

• TikTok Shop will surpass many local retailers in digital sales.
• It will expand into markets such as Colombia, Peru, and Ecuador.
• Even as governments attempt to regulate through taxes and protectionist measures, price appeal and experience will continue to win over consumers.

Implication for brands: ecommerce is no longer purely transactional. Content, creators, and entertainment will become central parts of the funnel.

2. Latin America leads the next global wave of microdramas

Short-form video consumption is no longer a trend—it is the dominant behavior. Latin America is one of the regions where the most time is spent on this format, even surpassing traditional TV.

On this cultural foundation, a new format is thriving: microdramas (or vertical mini-dramas). These are 60–90 second episodes designed for mobile, with addictive, serialized narratives.

According to eMarketer 2025, the region is already the largest microdrama market outside Asia, with explosive growth in downloads and consumption. This explains why:

• Groups such as Globo and TelevisaUnivision are producing vertical telenovelas.
• Social platforms like Kwai are investing in higher-quality content.
• New creators are emerging with audience power comparable to traditional media.

What to expect in 2026:

• Microdrama creators will become new entertainment “studios.”
• Premium advertising opportunities will emerge, including sponsorships, branded storylines, and integrated social commerce.

Implication for brands: it’s not just about advertising in short-form video, but about integrating narratively into the content.

3. More AI, but also greater demand for authenticity

Latin America is one of the regions most enthusiastic about artificial intelligence. However, this enthusiasm coexists with growing distrust toward an excess of synthetic content.

Brands already use AI to create copy, generate images, and scale campaign adaptation. The problem is saturation: when everything feels machine-generated, trust erodes.

According to eMarketer, most Latin American consumers still prefer ads created by humans, valuing emotion, cultural context, and genuine creativity.

What to expect in 2026:

• Human creativity will be the main competitive differentiator.
• Platforms will advance labeling and controls for AI-generated content.
• Governments will begin regulating AI use in advertising, image rights, and intellectual property.

Implication for brands: AI works best as a creative co-pilot, not a full replacement.

4. AI becomes the new search engine (and shopping advisor)

The way people search for products is changing radically. Instead of browsing multiple sites, users are starting to ask AI directly.

In markets such as Brazil, tools like ChatGPT already compete with social networks and marketplaces as sources of product research. Search becomes conversational, personalized, and more efficient.

This shift is driving a new approach: Answer Engine Optimization (AEO), where the goal is not to rank on Google, but to be the answer delivered by AI.

What to expect in 2026:

• AI tools will surpass social platforms and retailer websites as research channels.
• Brands will invest heavily in AEO to remain visible.
• Retailers will integrate conversational assistants within their own ecosystems.

Implication for brands: if your product doesn’t “exist” for AI, it doesn’t exist for the consumer.