LP3 Veeva

Report Health Future Shopper 2025 LATAM

An in-depth analysis of the needs, trends, and opportunities defining the new digital health consumer in Latin America.

From Trend to Playing Field

Health e-commerce has shifted from being a trend to a playing field. For this reason, the fundamental purpose of this research is simple: we need to thoroughly understand it and capitalize on its exponential growth. In this third edition, we delve deeper into the analysis to understand the marked contrasts between countries, the points of purchase that matter to users, and the particularities of each medication category.

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Main insights

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  • The health shopper.
  • Purchasing behaviors in Latam.
  • The future of online medicine purchasing.
  • Evaluation of the shopping experience.

65%

of shoppers in the region state that products recommended by an online marketplace influence their purchases.

40%

of shoppers in LATAM prioritize reviews and ratings, highlighting social proof as a decisive factor in their online purchasing decision.

41%

of shoppers in Argentina purchase health care products from online supermarkets.

18%

of consumers in Brazil do not buy online when it comes to health care products.
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