拉美登顶全球电商增速第一 Q4购物季的应用数据该怎么读？

作者：龚作仁文章来源：Laborer

2026-11-12 17:29

作者：龚作仁文章来源：Laborer

2026-11-12 17:29

邦小白快读

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总1：拉美成为全球电商增长最快地区，核心数据与旺季节奏值得记住。

1. 2025年拉美零售电商销售额1912.5亿美元，同比增长12.2%，自2021年以来首次登顶全球增速榜首；Adjust报告显示电商应用安装量同比增长17%，会话量增长30%。

2. 购物活动带动增长：7月Amazon Prime Day前后安装量高出年均15%；第四季度墨西哥美好周末、黑五、周末节假日大促推动11月和12月会话量分别高出平均23%和32%；2026年1月安装量、会话量分别高出第一季度平均23%和16%。

总2：旺季投放要抓各国高峰，并重视便捷体验和数据监测。

1. 各国高峰不同：哥伦比亚黑五会话量增幅54%，智利52%、秘鲁51%；智利黑五当周安装量增19%，网络星期一又增30%；巴西黑五当天安装量增26%、会话量增37%；墨西哥美好周末安装和会话增20%和26%；阿根廷Cyber Wow会话增31%。

2. 消费者寻找商品费劲会离开；TikTok Shop、WhatsApp Business AI、Instagram和TikTok等成为购物入口；广告主应覆盖全漏斗，Adjust Measure跨渠道设备追踪，TrueLink直达商品或优惠界面。

总1：拉美消费趋势与购物入口变化，要求品牌营销从单点归因转向全漏斗。

1. 2025年拉美零售电商销售额1912.5亿美元，同比增12.2%，登顶全球增速榜首；电商应用安装量增17%、会话量增30%，说明移动端购物需求扩张。

2. 购物季分布：Q4墨西哥美好周末、黑五、周末节假日大促推高会话量，11月、12月分别高平均23%、32%；7月Prime Day安装量高年均15%；1月安装和会话高Q1平均23%、16%。

总2：渠道建设与用户行为：社交和聊天购物成为起点，品牌需优化商品寻找和转化路径。

1. TikTok Shop 2025年2月墨西哥上线、5月巴西上线，内置直播购物和结账；Meta为墨西哥更多企业推广WhatsApp Business AI聊天内置购物助手；Instagram和TikTok成为越来越多购物旅程起点；预测2031年前拉美社交电商市场每年保持10%以上增长。

2. 消费者期待轻松便捷体验，寻找商品费劲会离开；TikTok巴西销售总监Bruno Lopes提出转化路径非线性地区不能囿于最终点击归因，应覆盖全漏斗；Adjust Measure跨渠道设备追踪，TrueLink直达点击商品或优惠界面。品牌可据此布局社媒渠道、优化落地页和数据监测。

总1：拉美是增长市场，卖家应抓购物节窗口和社交电商机会。

1. 拉美2025零售电商销售额1912.5亿美元，同比12.2%，全球增速第一；电商应用安装量增17%、会话量增30%。Q4购物节扎堆，11月、12月会话量高平均23%、32%；1月安装和会话高Q1平均23%、16%，说明年初仍有延续流量。

2. 各国节点不同：哥伦比亚黑五会话增54%，智利52%、秘鲁51%；智利黑五当周安装增19%、网络星期一又增30%；巴西黑五当天安装增26%、会话增37%；墨西哥美好周末安装和会话增20%、26%；阿根廷Cyber Wow会话增31%。卖家不能一套活动打全拉美，需按国家排期。

总2：新商业模式与可学习点：社交电商、直播购物和聊天购物带来机会，非线性转化要求全漏斗监测。

1. TikTok Shop在墨西哥和巴西上线，内置直播购物和结账；Meta推广WhatsApp Business AI聊天购物助手；Instagram和TikTok成为购物起点；社交电商预计2031年前每年增10%以上。

2. 风险与机会：购物者寻找商品费劲会离开，需便捷入口；TikTok巴西销售总监Bruno Lopes提醒不能只看最终点击归因；可用Adjust Measure跨渠道追踪真实触点，TrueLink直达商品或优惠。

总1：文章虽未直接展开生产设计，但拉美电商和购物季增长为工厂带来商业机会。

1. 拉美2025零售电商销售额1912.5亿美元，同比12.2%，登顶全球增速榜首；电商应用安装量增17%、会话量增30%，移动购物需求扩大。

2. 购物活动拉动明显：7月Prime Day安装量高年均15%；Q4墨西哥美好周末、黑五、周末节假日大促使11月、12月会话量高平均23%、32%；1月安装和会话高Q1平均23%、16%。工厂可关注这些节点对应的备货与上新节奏。

总2：数字化和电商启示：社交电商、直播购物、聊天购物要求产品展示和转化链路更便捷。

1. TikTok Shop墨西哥2025年2月上线、5月巴西上线，内置直播购物和结账；Meta为墨西哥更多企业推广WhatsApp Business AI聊天内置购物助手；Instagram和TikTok成为购物旅程起点；社交电商预计2031年前每年增10%以上。

2. 消费者期待轻松便捷体验，寻找商品费劲会离开；转化路径非线性，不能只看最终点击归因；Adjust Measure跨渠道设备追踪，TrueLink直达点击商品或优惠界面。工厂可据此理解电商渠道对产品展示、落地页和内容导购的要求。

总1：拉美电商应用高增长与社交电商扩张，是服务商应关注的行业趋势。

1. 2025年拉美零售电商销售额1912.5亿美元，同比增长12.2%，自2021年以来首次登顶全球增速榜首；Adjust报告显示电商应用安装量同比增17%、会话量增30%。

2. 购物节驱动流量：7月Prime Day安装量高年均15%；Q4墨西哥美好周末、黑五、周末节假日大促推动11月、12月会话量高平均23%、32%；1月安装和会话高Q1平均23%、16%；各国高峰不同，哥伦比亚黑五会话增54%，智利52%、秘鲁51%，巴西黑五当天安装增26%、会话增37%。

总2：客户痛点与解决方案：非线性转化、最终点击归因偏差、跨市场排期和便捷体验。

1. TikTok Shop、WhatsApp Business AI、Instagram和TikTok等新入口增多；Research and Markets预测2031年前拉美社交电商市场每年保持10%以上增长。

2. TikTok巴西销售总监Bruno Lopes指出，转化路径非线性地区广告主不能囿于最终点击归因，应打造覆盖全漏斗的数据监测方案；Adjust Measure可跨渠道和设备追踪购物者路径，识别真正推动销售的触点并精准投放预算；TrueLink深度链接可直达点击商品或优惠界面而非主页。

总1：拉美电商高增长和购物季流量，要求平台把握招商与运营窗口。

1. 2025年拉美零售电商销售额1912.5亿美元，同比增12.2%，登顶全球增速榜首；电商应用安装量增17%、会话量增30%。Q4购物节使11月、12月会话量高平均23%、32%；1月安装和会话高Q1平均23%、16%。

2. 各国高峰不同：哥伦比亚黑五会话增54%，智利52%、秘鲁51%；智利黑五当周安装增19%、网络星期一又增30%；巴西黑五当天安装增26%、会话增37%；墨西哥美好周末安装和会话增20%、26%；阿根廷Cyber Wow会话增31%。平台活动排期需按国家区分，避免一套方案错过高峰。

总2：平台最新做法与风向规避：社交和聊天购物入口兴起，需便捷体验和全漏斗数据。

1. TikTok Shop 2025年2月墨西哥上线、5月巴西上线，提供内置直播购物和结账；Meta为墨西哥更多企业推广WhatsApp Business AI聊天内置购物助手；Instagram和TikTok成为购物旅程起点；社交电商预计2031年前每年增10%以上，可作为招商方向。

2. 消费者寻找商品费劲会离开；TikTok巴西销售总监Bruno Lopes提醒不能囿于最终点击归因，应覆盖全漏斗；Adjust Measure跨渠道设备追踪，TrueLink直达商品或优惠界面。平台可据此优化入口、活动落地页和商家数据工具。

总1：拉美成为产业新动向样本，增长数据和购物节结构值得研究。

1. 2025年拉美零售电商销售额1912.5亿美元，同比增12.2%，自2021年以来首次登顶全球增速榜首；Adjust《2026年移动应用趋势区域聚焦：拉丁美洲》显示电商应用安装量增17%、会话量增30%。

2. 增长围绕购物活动：7月Amazon Prime Day安装量高年均15%；Q4墨西哥美好周末、黑五、周末节假日大促推动11月、12月会话量高平均23%、32%；1月安装和会话高Q1平均23%、16%。区域差异显著：哥伦比亚黑五会话增54%，智利52%、秘鲁51%；巴西黑五当天安装增26%、会话增37%；墨西哥美好周末安装和会话增20%、26%；阿根廷Cyber Wow会话增31%。

总2：新问题与商业模式：非线性转化路径、最终点击归因、社交电商和直播购物。

1. TikTok Shop墨西哥2025年2月上线、5月巴西上线，内置直播购物和结账；Meta推广WhatsApp Business AI；Instagram和TikTok成为购物起点；Research and Markets预测2031年前拉美社交电商市场每年保持10%以上增长。

2. TikTok巴西销售总监Bruno Lopes提出转化路径非线性地区不能囿于最终点击归因，应覆盖全漏斗监测；Adjust Measure跨渠道设备追踪，TrueLink直达商品或优惠界面。研究可关注市场差异、消费者便捷体验要求和数据监测方法；文章未涉及政策法规建议。

声明：快读内容全程由AI生成，请注意甄别信息。如您发现问题，请发送邮件至 run@ebrun.com 。

我是品牌商卖家工厂服务商平台商研究者帮我再读一遍。

Quick Summary

Summary 1: Latin America has become the fastest-growing global e-commerce region, and its core data and peak-season cadence are worth remembering.

1. In 2025, Latin American retail e-commerce sales reached $191.25 billion, up 12.2% year over year, ranking first in global growth for the first time since 2021. According to Adjust, e-commerce app installs rose 17% year over year and sessions rose 30%.

2. Shopping events drove growth: around Amazon Prime Day in July, installs were 15% above the annual average; in Q4, Mexico's Buen Fin, Black Friday, and weekend/holiday promotions pushed November and December sessions 23% and 32% above average, respectively; in January 2026, installs and sessions were 23% and 16% above the first-quarter average.

Summary 2: Peak-season campaigns should target country-specific highs and prioritize convenient experiences and data monitoring.

1. Peaks vary by country: in Colombia, Black Friday sessions rose 54%; Chile 52%; Peru 51%. In Chile, installs rose 19% during Black Friday week and another 30% on Cyber Monday. In Brazil, installs rose 26% and sessions 37% on Black Friday. Mexico's Buen Fin saw installs and sessions rise 20% and 26%. Argentina's Cyber Wow saw sessions rise 31%.

2. Consumers abandon shopping when product discovery is cumbersome. TikTok Shop, WhatsApp Business AI, Instagram, and TikTok are becoming shopping entry points. Advertisers should cover the full funnel; Adjust Measure provides cross-channel, cross-device tracking, and TrueLink deep-links directly to the product or offer page.

Summary 1: Shifting Latin American consumer trends and shopping entry points require brand marketing to move from single-point attribution to the full funnel.

1. In 2025, Latin American retail e-commerce sales reached $191.25 billion, up 12.2% year over year, topping global growth. E-commerce app installs rose 17% and sessions 30%, indicating expanding mobile shopping demand.

2. Shopping-season distribution: in Q4, Mexico's Buen Fin, Black Friday, and weekend/holiday promotions lifted November and December sessions 23% and 32% above average, respectively; July Prime Day installs were 15% above the annual average; January installs and sessions were 23% and 16% above the first-quarter average.

Summary 2: Channel development and user behavior: social and chat shopping are becoming starting points, and brands need to optimize product discovery and conversion paths.

1. TikTok Shop launched in Mexico in February 2025 and in Brazil in May, with built-in livestream shopping and checkout. Meta is promoting WhatsApp Business AI, with a built-in in-chat shopping assistant, to more businesses in Mexico. Instagram and TikTok are increasingly the starting point of shopping journeys. The Latin American social commerce market is forecast to grow by more than 10% annually through 2031.

2. Consumers expect easy, convenient experiences and will leave if product discovery is difficult. Bruno Lopes, Sales Director at TikTok Brazil, argues that conversion paths are nonlinear and advertisers should not be limited to last-click attribution; they should cover the full funnel. Adjust Measure provides cross-channel, cross-device tracking, and TrueLink deep-links directly to the tapped product or offer page. Brands can use these insights to plan social channels, optimize landing pages, and improve data monitoring.

Summary 1: Latin America is a growth market, and sellers should seize shopping-festival windows and social commerce opportunities.

1. In 2025, Latin American retail e-commerce sales reached $191.25 billion, up 12.2% year over year, the fastest growth globally; e-commerce app installs rose 17% and sessions 30%. Q4 clusters shopping festivals, with November and December sessions 23% and 32% above average, respectively; January installs and sessions were 23% and 16% above the first-quarter average, showing continued traffic early in the year.

2. Country timelines differ: in Colombia, Black Friday sessions rose 54%; Chile 52%; Peru 51%. In Chile, installs rose 19% during Black Friday week and another 30% on Cyber Monday. In Brazil, installs rose 26% and sessions 37% on Black Friday. Mexico's Buen Fin saw installs and sessions rise 20% and 26%; Argentina's Cyber Wow saw sessions rise 31%. Sellers cannot use one campaign across all of Latin America and need country-by-country scheduling.

Summary 2: New business models and lessons: social commerce, livestream shopping, and chat shopping create opportunities, while nonlinear conversion requires full-funnel monitoring.

1. TikTok Shop has launched in Mexico and Brazil, with built-in livestream shopping and checkout; Meta is promoting WhatsApp Business AI's in-chat shopping assistant; Instagram and TikTok are becoming shopping starting points; social commerce is expected to grow by more than 10% annually through 2031.

2. Risks and opportunities: shoppers leave when product discovery is difficult, so convenient entry points are essential. Bruno Lopes, Sales Director at TikTok Brazil, warns against relying only on last-click attribution. Use Adjust Measure to track real touchpoints across channels and devices, and TrueLink to deep-link directly to products or offers.

Summary 1: Although the article does not directly address production or design, Latin America's e-commerce and shopping-season growth creates business opportunities for factories.

1. In 2025, Latin American retail e-commerce sales reached $191.25 billion, up 12.2% year over year, topping global growth; e-commerce app installs rose 17% and sessions 30%, expanding mobile shopping demand.

2. Shopping events provide a clear lift: July Prime Day installs were 15% above the annual average; in Q4, Mexico's Buen Fin, Black Friday, and weekend/holiday promotions pushed November and December sessions 23% and 32% above average, respectively; January installs and sessions were 23% and 16% above the first-quarter average. Factories can align stocking and product-launch schedules with these moments.

Summary 2: Digital and e-commerce implications: social commerce, livestream shopping, and chat shopping require more convenient product presentation and conversion paths.

1. TikTok Shop launched in Mexico in February 2025 and in Brazil in May, with built-in livestream shopping and checkout. Meta is promoting WhatsApp Business AI, with a built-in in-chat shopping assistant, to more businesses in Mexico. Instagram and TikTok are becoming starting points of shopping journeys. Social commerce is expected to grow by more than 10% annually through 2031.

2. Consumers expect easy, convenient experiences and will leave if product discovery is difficult. Conversion paths are nonlinear, and last-click attribution alone is insufficient. Adjust Measure provides cross-channel, cross-device tracking, and TrueLink deep-links directly to the tapped product or offer page. Factories can use this to understand e-commerce channel requirements for product presentation, landing pages, and content-driven shopping guidance.

Summary 1: High growth in Latin American e-commerce apps and social commerce expansion are industry trends service providers should monitor.

2. Shopping festivals drove traffic: July Prime Day installs were 15% above the annual average; in Q4, Mexico's Buen Fin, Black Friday, and weekend/holiday promotions pushed November and December sessions 23% and 32% above average, respectively; January installs and sessions were 23% and 16% above the first-quarter average. Peaks differed by country: Colombia's Black Friday sessions rose 54%; Chile 52%; Peru 51%; Brazil's Black Friday installs rose 26% and sessions 37%.

Summary 2: Client pain points and solutions: nonlinear conversion, last-click attribution bias, cross-market scheduling, and convenient experiences.

1. New entry points such as TikTok Shop, WhatsApp Business AI, Instagram, and TikTok are increasing. Research and Markets forecasts that Latin America's social commerce market will grow by more than 10% annually through 2031.

2. Bruno Lopes, Sales Director at TikTok Brazil, notes that in markets with nonlinear conversion paths, advertisers should not be limited to last-click attribution and should build full-funnel data monitoring solutions. Adjust Measure can track shopper paths across channels and devices, identify the touchpoints that truly drive sales, and support precise budget allocation. TrueLink deep-links can take users directly to the tapped product or offer page rather than the homepage.

Summary 1: Latin America's e-commerce growth and shopping-season traffic require platforms to capture merchant recruitment and operational windows.

1. In 2025, Latin American retail e-commerce sales reached $191.25 billion, up 12.2% year over year, topping global growth; e-commerce app installs rose 17% and sessions 30%. Q4 shopping festivals pushed November and December sessions 23% and 32% above average, respectively; January installs and sessions were 23% and 16% above the first-quarter average.

2. Peaks vary by country: Colombia's Black Friday sessions rose 54%; Chile 52%; Peru 51%. In Chile, installs rose 19% during Black Friday week and another 30% on Cyber Monday. In Brazil, installs rose 26% and sessions 37% on Black Friday. Mexico's Buen Fin saw installs and sessions rise 20% and 26%; Argentina's Cyber Wow saw sessions rise 31%. Platform event schedules need to be differentiated by country to avoid missing peaks with a one-size-fits-all plan.

Summary 2: Latest platform practices and trend considerations: social and chat shopping entry points are rising, requiring convenient experiences and full-funnel data.

1. TikTok Shop launched in Mexico in February 2025 and in Brazil in May, offering built-in livestream shopping and checkout. Meta is promoting WhatsApp Business AI, with a built-in in-chat shopping assistant, to more businesses in Mexico. Instagram and TikTok are becoming starting points of shopping journeys. Social commerce is expected to grow by more than 10% annually through 2031, which can inform merchant recruitment directions.

2. Consumers leave when product discovery is difficult. Bruno Lopes, Sales Director at TikTok Brazil, warns against relying on last-click attribution and calls for full-funnel coverage. Adjust Measure provides cross-channel, cross-device tracking, and TrueLink deep-links directly to products or offers. Platforms can use these insights to optimize entry points, campaign landing pages, and merchant data tools.

Summary 1: Latin America has become a sample of new industry dynamics; its growth data and shopping-festival structure merit research.

1. In 2025, Latin American retail e-commerce sales reached $191.25 billion, up 12.2% year over year, ranking first in global growth for the first time since 2021. Adjust's 2026 Mobile App Trends Regional Focus: Latin America report shows e-commerce app installs rose 17% and sessions rose 30%.

2. Growth centered on shopping events: July Amazon Prime Day installs were 15% above the annual average; in Q4, Mexico's Buen Fin, Black Friday, and weekend/holiday promotions pushed November and December sessions 23% and 32% above average, respectively; January installs and sessions were 23% and 16% above the first-quarter average. Regional differences are significant: Colombia's Black Friday sessions rose 54%; Chile 52%; Peru 51%; Brazil's Black Friday installs rose 26% and sessions 37%; Mexico's Buen Fin saw installs and sessions rise 20% and 26%; Argentina's Cyber Wow saw sessions rise 31%.

Summary 2: New questions and business models: nonlinear conversion paths, last-click attribution, social commerce, and livestream shopping.

1. TikTok Shop launched in Mexico in February 2025 and in Brazil in May, with built-in livestream shopping and checkout; Meta is promoting WhatsApp Business AI; Instagram and TikTok are becoming shopping starting points; Research and Markets forecasts that Latin America's social commerce market will grow by more than 10% annually through 2031.

2. Bruno Lopes, Sales Director at TikTok Brazil, argues that in markets with nonlinear conversion paths, advertisers should not be limited to last-click attribution and should adopt full-funnel monitoring. Adjust Measure provides cross-channel, cross-device tracking, and TrueLink deep-links directly to products or offers. Research can focus on market differences, consumer demand for convenient experiences, and data monitoring methods; the article does not address policy or regulatory recommendations.

Disclaimer: The "Quick Summary" content is entirely generated by AI. Please exercise discretion when interpreting the information. For issues or corrections, please email run@ebrun.com .

I am a Brand Seller Factory Service Provider Marketplace Seller Researcher Read it again.

全球电商增长最快的地区，2025年易主了——拉丁美洲。这一年，拉美零售电商销售额达1912.5亿美元，同比增长12.2%，自2021年以来首次登顶全球增速榜首。Adjust发布的《2026年移动应用趋势区域聚焦：拉丁美洲》报告从应用层面给出了同样的信号：电商应用安装量同比增长17%，会话量增长30%。

2025年购物旺季的数据已经出炉，今年的旺季正如火如荼。全球领先的监测与分析公司Adjust将通过深入拆解去年应用安装与会话的真实表现，并据此判断今年推广活动的投放窗口与数据监测的关键变化——这些数字，对今年的投放时机究竟意味着什么？

拉美地区电商应用的增长

从总体来看，电商应用的增长主要围绕购物活动发生。7月 Amazon Prime Day前后，电商应用的安装量高出年平均值15%。第4 季度更是活动扎堆，包括墨西哥美好周末购物节 (Buen Fin)、黑色星期五、周末节假日大促等，推动电商应用的会话量在11月和12月分别高出平均水平23% 和32%。2026年 1月延续了这一强劲势头，与第1 季度平均水平相比，1月的安装量和会话量分别高出23% 和16%。

2025年第4 季度购物节期间的增长

观察Adjust 2025年主要购物节的各地区安装和会话量数据不难看出，对比当月平均值，哥伦比亚在黑色星期五的会话量增幅最高，达到54%；智利和秘鲁也不逊色，分别达到52% 和51%。智利的安装量在当周也跃升了19%，其网络星期一的会话量则在之前基础上又增长了30%。黑色星期五当天，巴西安装量增长了26%，会话量增长了37%。除了美国常见的购物节外，拉美本地节日也表现强劲。墨西哥美好周末推动安装和会话量分别增长20% 和26%，而阿根廷的Cyber Wow则拉动了31% 的会话量提升。

在拉美地区，不同市场之间的差异尤为显著。例如，如果一个推广活动围绕墨西哥美好周末购物节打造，就会完全错过智利黑色星期五期间幅度大得多的会话量高峰，反之亦然。同样的购物季，在不同国家的高峰出现节点各不相同。

对营销人员的影响

在黑色星期五、圣诞等流量旺季，消费者期待享受轻松便捷的消费体验。如果寻找商品时购物者感到费劲，那么他们很有可能会转身离开。现在购物类应用的接入口更多，包括社交媒体平台等等。因此这一点尤为值得重视。

TikTok Shop于 2025年 2月在墨西哥上线，同年5 月进军巴西，提供内置直播购物和结账功能。Meta在不断为墨西哥的更多企业推广自己旗下的聊天内置购物助手WhatsApp Business AI。Instagram和 TikTok正成为越来越多人购物旅程的起点。Research and Markets预测，在2031年之前，拉美地区的社交电商市场将一直保持每年10% 以上的增长。

TikTok巴西地区销售总监Bruno Lopes在我们的报告中也提出了相关的观点。他认为，在“转化路径非线性”的地区，广告主不能囿于最终点击归因，而是应当打造能覆盖全漏斗的数据监测方案。

借助Adjust Measure，营销人员能够跨渠道和设备追踪购物者的路径，清晰洞察能真正推动销售的触点，而不是将销售归功于恰好完成最后转化的渠道，将预算精准投向能真正带来转化的渠道。而Adjust强大流畅的深度链接解决方案TrueLink则为您打理其余的环节，将消费者直接跳转到他们点击的商品或优惠界面，而非不加区分地跳转至主页。

如果您想亲自见证Adjust数据监测和深度链接解决方案能如何帮助您的应用实现增长，欢迎发送邮件至china-marketing@adjust.com与我们的专家联系。

关于Adjust

Adjust是 AppLovin(纳斯达克代码：APP) 旗下公司，旨在帮助海量应用实现从移动端到CTV等多平台的监测和增长，深受全球营销者的信赖。无论是快速增长的数字品牌，还是试水应用领域的实体公司，Adjust都能为其应用营销旅程保驾护航。Adjust强大的监测与分析套件能够为营销人员提供营销必备工具，助力其业务增长。

注：文/龚作仁，文章来源：Laborer，本文为作者独立观点，不代表亿邦动力立场。

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FAQ回顾

拉美电商市场2025年的增长表现如何？

2025年拉美零售电商销售额达1912.5亿美元，同比增长12.2%，自2021年以来首次成为全球电商增速第一。应用端同样增长，Adjust报告显示电商应用安装量同比增长17%，会话量增长30%。

拉美Q4购物季电商应用流量有哪些增长亮点？

Q4活动密集，电商应用会话量在11月和12月分别高出平均水平23%和32%。黑五期间哥伦比亚会话量增幅达54%，智利和秘鲁分别为52%和51%；巴西黑五安装量增长26%，会话量增长37%。

拉美不同国家购物季的流量高峰有什么差异？

拉美各国购物季高峰节点并不一致。墨西哥美好周末推动安装量和会话量分别增长20%和26%，阿根廷Cyber Wow拉动会话量提升31%；智利黑五当周安装量增长19%，网络星期一在此基础上又增长30%。若只围绕墨西哥美好周末投放，会错过智利黑五更大的会话高峰。

拉美社交电商有哪些平台布局和增长趋势？

TikTok Shop于2025年2月在墨西哥上线、5月进入巴西，提供内置直播购物和结账功能；Meta在墨西哥为更多企业推广WhatsApp Business AI聊天内置购物助手。Instagram和TikTok正成为越来越多人购物旅程的起点。Research and Markets预测，2031年前拉美社交电商市场将保持每年10%以上增长。

广告主在拉美如何应对非线性转化路径？

TikTok巴西地区销售总监Bruno Lopes认为，在转化路径非线性的拉美市场，广告主不能只依赖最终点击归因，应建设覆盖全漏斗的数据监测方案。Adjust Measure可跨渠道和设备追踪购物者路径，TrueLink可将用户直接跳转到所点击商品或优惠界面。

标签:: 业界广告投放社交电商跨境电商数据监测和评估海外营销推广

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