E-commerce in Bolivia before the COVID-19 pandemic showed low levels of development. This was due, among other factors, to low levels of financial inclusion with a large unbanked population.
Before the COVID-19 pandemic, e-commerce purchases of goods were largely made via foreign websites such as Amazon or other similar sites. However, with the development and strong promotion of local e-commerce platforms, Bolivian users began to see advantages in making e-commerce purchases from local retailers, being attracted by localised price promotions and marketing and faster delivery times.
As an effect of the COVID-19 pandemic, one of the categories that showed the highest levels of growth within e-commerce was that of consumer health towards the end of the review period. Growth was largely driven by consumers demanding products related to the prevention and treatment of COVID-19.
In 2022 and the remainder of the forecast period, e-commerce sales in Bolivia are expected to grow steadily. Growth will be driven by new generations, especially centennials and millennials in middle- and high-income groups.
Although e-commerce sales saw strong growth towards the end of the review period as a result of the COVID-19 pandemic, there are still factors hindering its emergence into the mainstream. One of the main constraints is low financial inclusion in Bolivia.
As a result of the COVID-19 pandemic, the leading retailers in Bolivia have recognised that consumers will respond more favourably when the range of purchase options is greater and more personalised to their specific tastes and preferences. As a result, many mainly store-based retailing players are investing in e-commerce in order to cater to these demands.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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