Continuing to ride the wave of the pandemic-fuelled surge in online sales, e-commerce in Guatemala is expected to maintain its strong growth trajectory over the forecast period. The availability of affordable smartphones and internet access has been a key driver of this growth, making it easier for consumers to shop online and enabling retailers to expand their customer base.
In Guatemala's growing e-commerce market, several companies have emerged as key players, but there is no single dominant retailer. Among the most popular e-commerce platforms is Mercado Libre, which offers a wide range of products and services, including payment and shipping.
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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Understand the latest market trends and future growth opportunities for the Retail E-Commerce industry in Guatemala with research from Euromonitor International's team of in-country analysts – experts by industry and geographic specialisation.
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Retail E-Commerce
Retail e-commerce is the sale of consumer goods to the general public via the internet, wherein consumers purchase goods online through a web platform. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of retail 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 sizes/shares. Please note that all "homeshopping" sales - i.e. sales of consumer goods to the general public via mail order catalogues, TV shopping and direct mail - are also now classified as retail e-commerce sales.
See All of Our DefinitionsThis report originates from Passport, our Retail E-Commerce research and analysis database.
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