By Marta Dourado, CEO of Fundamento Grupo de Comunicação
If your international expansion strategy still puts Latin America in the “we’ll get to it later” category, the numbers have a message: later is now.
The region brings together natural resources, a diverse production base, entrepreneurial talent and markets with room to grow. For companies willing to understand what makes each country different, investing here offers an opportunity to gain a foothold in sizable markets.
Continental scale
Latin America is home to approximately 672 million people, 8% of the world’s population, and an economy with a combined GDP of around US$6.8 trillion (2024). This is no niche market. It offers customers, demand and room to test, adapt and grow.
The region continues to expand, with major urban centers, a digitally connected middle class and a young consumer base. It is not a single market: Brazil, Mexico, Colombia, Chile, Argentina and Peru each have their own dynamics. That requires local adaptation, but it also creates multiple entry points for different business models.
One of its main attractions is how these economies complement one another. The region combines agricultural production, manufacturing, energy resources and services. This diversity creates opportunities to build value chains, bring suppliers closer to consumer markets and reduce dependence on a single source of supply.
The connected consumer
Consumers in the region are among the most connected in the world, quick to embrace technology and artificial intelligence throughout the shopping journey. For brands looking beyond highly saturated markets, expanding into Latin America means reaching a young audience eager for new products and experiences, with an unprecedented appetite for digital engagement.
By the end of 2024, 413 million people (64% of the population) were already using mobile internet. The mobile economy supports nearly 3 million jobs and accounts for 8.6% of regional GDP, or approximately US$600 billion in 2025, according to the GSMA. That digital activity translates into sales: regional e-commerce is projected to reach US$215 billion in 2026, growing 1.5 times as fast as the global average, according to Endeavor and Mercado Libre.
Brazil and Mexico each account for more than 25% of the regional e-commerce market, making them two natural hubs for companies entering the region.
And Pix shows just how far digital payments can go: in the second quarter of 2026 alone, Brazil’s instant payment system processed 22.9 billion transactions worth R$10.5 trillion. When it comes to digital payments, Brazil is helping shape the future.
Global capital has already placed its bet
Even in a year marked by tariffs and geopolitical tensions, the region received US$194.2 billion in foreign direct investment in 2025, up 1.7% from 2024, according to the Economic Commission for Latin America and the Caribbean (ECLAC). The investment extends well beyond commodities: services accounted for 53% of the total and manufacturing for 31%. Capital follows expected returns, not sentiment.
Clean energy and sought-after minerals
Around 60% of the region’s electricity comes from renewable sources. It also holds approximately half of the world’s lithium reserves and more than a third of its copper and silver reserves, according to the International Energy Agency. For businesses in energy, mining, manufacturing or low-carbon supply chains, the region offers a wealth of opportunities with a green advantage.
Strategy over spectacle
The IMF projects regional GDP growth of 2.4% in 2026 and 2.7% in 2027, with considerable variation across countries. In other words, success here depends on strategic moves rather than luck.
Growth is moderate but steady — and in economies such as Brazil, Mexico, Colombia and Peru, it offers meaningful business volumes for companies seeking to diversify revenue beyond their home markets.
Proximity
There is another, less obvious advantage: cultural and commercial proximity. For companies based in the Americas, compatible time zones, regional supply chains and trade agreements reduce friction. For businesses from other continents, Latin America provides a platform for reaching consumers in Portuguese and Spanish, languages that connect more than 20 countries.
Making a well-informed entry
The region’s appeal does not remove its complexities. Volatile exchange rates, fragmented tax systems, different labor laws and uneven logistics infrastructure demand careful planning.
Opportunities coexist with obstacles. Bureaucracy, currency fluctuations, inequality and regulatory changes all need to be factored into business plans.
Each market has its own regulations, habits and payment preferences. Companies that choose the right country, local partner and timing gain an advantage. The regional economy continues to create opportunities for businesses that arrive prepared. A brand that offers local payment options, customer service in Portuguese or Spanish, efficient logistics and prices suited to local purchasing power is well positioned to grow.
Ultimately, the question has changed. It is no longer “Is it worth entering?” but “What will it cost to arrive late?”