Despite e-commerce’s exceptionally strong retail value sales growth during 2020, stronger sales growth was limited by the ongoing weakness of the country’s e-commerce infrastructure during the pandemic. At the beginning of the crisis, many retailers did not have dependable functional websites, with leading supermarket brands in particular missing out on sales due to their failure to have an online channel.
There are a number of e-commerce retailers in Guatemala that have no brick-and-mortar stores. For example, Pacifiko’s retail value sales increased rapidly during the last two years of the review period.
Some non-grocery specialists offered more online options at the end of the review period. For example, the local player, Cemaco, which already had an online presence before the pandemic erupted, was able to better adapt to the changing restrictions and other pandemic-related mandates in the country.
The e-commerce channel continued to see robust retail value sales growth during 2021, albeit at a slower rate than that of 2020. Nonetheless, the channel remains relatively small, despite more players investing in e-commerce as a result of the pandemic.
As internet and smart phone penetration rates continue to increase in Guatemala, e-commerce will continue to register an increase in its value share. Indeed, according to a report published in 2020, Guatemala had 11.
The Guatemalan government needs to play a larger role in e-commerce to ensure sales growth during the forecast period. More regulations and support for this channel is required.
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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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