Digital Consumer in Colombia

Digital transformation, an ongoing battle

While advances have been made in terms of connecting Colombians to a fast and reliable internet and decreasing inequalities of access between higher and lower income groups, there is still much work to be done. More than ever, Colombians are interacting online, with 65% of the population using the internet, there is still a need to modernise the laws that direct access to broadband internet as well as the services and conditions offered by retailers in this environment.

PC remains highly preferred for access, but quickly losing ground

While most Colombians still prefer to buy online products of all types using their PCs, be it at work or home, more and more are losing the fear of completing the entire buying process on their mobile phones. Part of the reason for this is the general movement that has happened away from investing in large PCs.

Social media and Colombians

There is no doubt that social media plays a central role in the way consumers find and research products, and Colombians are also affected by this reality. Facebook, Instagram and YouTube continue to lead preferences, with more than 64 million active monthly users among them, showing that most consumers are using more than one to communicate and consume media.

Population numbers increase, but population ages

Colombia’s population is one of the largest in the region, and in 2018 stood at just over 49 million, with a median age of 31.3 years, and by 2030 the population is expected to have grown to exceed 53 million, with the median age rising to 36.

Colombian brands leave their mark in the digital commerce environment

Brands such as Rappi and Mercadoni have become disruptors in the digital commerce environment of the country and the region. Rappi, in particular, has been quite effective in creating a new category for itself, offering not only consumer foodservice delivery for partner restaurants, but the possibility to buy things from various brick-and-mortar stores that are mainly independent and do not offer online delivery themselves, presenting to consumers the option of extending their online shopping to even those that have not personally entered the online arena.

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