Mobile e-commerce had been gaining sales during the review period, but during 2020 and 2021 it registered astonishing retail value sales growth. However, although only 65% of the Guatemalan population had access to computers at the start of 2021, mobile phones were oversubscribed and nearly 115% of the population had a mobile phone, thus many Guatemalans have more than one mobile phone or SIM card.
The use of social media, especially WhatsApp, Facebook and Instagram, became critical for companies competing in mobile e-commerce. Consumers’ inability to socialise normally as a result of travel bans, curfews, bans on social gatherings and the shutdown of foodservice and other entertainment venues meant that for many people, their social life was conducted via social media on a smartphone during 2020.
Third party suppliers, such as Uber Eats, Hugo and Pidelo Ya, reported exponential growth during 2020 and were major contributors to mobile e-commerce sales. Many consumers adopted these apps to purchase food and groceries.
Mobile e-commerce offers significant opportunities over the forecast period, with rising smartphone penetration and internet access, at least in key urban consumer bases, driving a shift in how consumers use phones. Increasingly, consumers are finding that there is less bureaucracy and inconvenience with a mobile device than a landline, and as a result landline use is stagnating and exposing more consumers to the mobile e-commerce channel.
During 2020 mobile e-commerce evolved to include ‘social selling’ which is retailers or private persons selling products through social media platforms. Social media apps, such as WhatsApp, Instagram Shopping and Facebook Marketplace, gained popularity among consumers at the end of the review period with this trend likely to continue during the forecast period, further boosting retail value sales growth (at constant 2021 prices).
As smartphone penetration rises during the forecast period, a new potential consumer base for mobile e-commerce is expected to emerge as newer generations become economically active. Moreover, millennial and Gen Z consumers are already very comfortable with the channel which will further support growth.
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Understand the latest market trends and future growth opportunities for the Mobile E-Commerce (Goods) industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
Key trends are clearly and succinctly summarised alongside the most current research data available. Understand and assess competitive threats and plan corporate strategy with our qualitative analysis, insight and confident growth projections.
If you're in the Mobile E-Commerce (Goods) industry in Guatemala, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.
Mobile Internet Retailing includes sales through mobile devices such as smartphones and tablets. Please note that these sales are also included in the Internet Retailing Channel. Mobile Internet Retailing is also known as m-commerce.See All of Our Definitions
This report originates from Passport, our Mobile E-Commerce (Goods) research and analysis database.
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