Mobile Internet Retailing in Guatemala

PROSPECTS

Strong app development drives sales

Mobile retailing is in its growing phase in Guatemala and still has many barriers to break down to become the internet retailing of the future. One of the strongest barriers is that consumers do not feel comfortable making purchases directly from their phone, but use apps mainly as browsing devices.

Despite strong smartphone penetration, mobile internet retailing is low

The strong penetration of smartphones in Guatemala, with the number of mobile phone lines being greater than the total population, is driving sales of mobile internet retailing which is still incipient in the country. According to the Superintendencia de Comunicaciones, mobile phones are growing by 10% annually in Guatemala.

Social media retailing grows strong in Guatemala

The strong use of smartphones in Guatemala, with more consumers having access to internet and social media pages, is allowing companies to offer a new retailing service. For example, in 2016, the Meykos parapharmacy chain introduced a new WhatsApp number to receive orders for home delivery at no extra cost.

COMPETITIVE LANDSCAPE

Mobile internet retailing remains fragmented

Mobile internet retailing is used more by consumers in the upper class who are used to internet retailing, have access to credit cards and have more confidence in this new retailing model. When it comes to purchasing goods, consumers tend to use the apps of companies they already use for cross-border retailing, such as Amazon or eBay.

Domestic apps developed for mobile internet retailing

Domestic retailing companies that do offer internet sales, such as Cemaco home and hardware stores, are launching mobile internet retailing apps where consumers can browse and purchase through their mobile devices.

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