Food and drink e-commerce was already experiencing dynamic expansion immediately prior to the outbreak of COVID-19, but the dramatically changed market conditions during the pandemic took growth up another level, with sales almost doubling in 2020. Online alternatives to store-based grocery retailing were late to enter the Colombian market, but have met with success as they have sought to solve the problems of time spent shopping, queues, visiting different retailers and commuting in chaotic traffic for busy modern consumers.
Logistics is the main challenge to the development and expansion of food and drink e-commerce. The entry of last mile operators to the Colombian market has enabled grocery retailers to achieve stronger sales through strategic partnerships, with the retailers benefiting from the established business traction that these companies can offer.
Producers of food and drink in Colombia are finding in e-commerce a way to expand their offer and reach an increasing number of consumers. Small companies with unique, handcrafted and differentiated products, such as Truffelinos and Dr Chocolate, amongst others, are using e-commerce to expand their coverage, increase brand knowledge and promote their products.
The COVID-19 pandemic has significantly strengthened the food and drinks e-commerce infrastructure, as well as expanding the consumer base. Rappi, Merqueo and Cornershop have allowed many more businesses and consumers to engage in food and drink e-commerce.
The dynamic expansion of food and drink e-commerce has been primarily driven by retailers looking to provide consumers with alternative purchasing opportunities tailored to modern lifestyles. However, with the boom in food and drink e-commerce, particularly since the outbreak of COVID-19, it is expected that producers will take an increasing interest in the development of their own delivery systems in order to establish contact with the final consumer and avoid intermediaries.
The last mile operators that deliver food and drink, such as Rappi, Merqueo and Uber Eats, have been strongly criticised for not having established reasonable labour relations with their workforces. The model is proving effective and continues to provide employment in the challenging economic environment resulting from the COVID-19 crisis, so this situation is not expected to change in the short-term.
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Understand the latest market trends and future growth opportunities for the Food and Drink E-Commerce industry in Colombia with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Internet retailing sales of food and drink (all packaged and fresh food and drink (hot drinks, soft drinks and alcoholic drinks).See All of Our Definitions
This report originates from Passport, our Food and Drink E-Commerce research and analysis database.
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