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Retailing in Ecuador

April 2022
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Overview:

Understand the latest market trends and future growth opportunities for the Retailing industry in Ecuador 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.

Data and analysis in this report provides further detailed coverage dedicated to the following key categories, where applicable:

  • Convenience Stores
  • Discounters
  • Hypermarkets
  • Supermarkets
  • Traditional Grocery Retailers
  • Apparel and Footwear Specialist Retailers
  • Electronics and Appliance Specialist Retailers
  • Health and Beauty Specialist Retailers
  • Home and Garden Specialist Retailers
  • Department Stores
  • Variety Stores
  • Warehouse Clubs
  • Direct Selling
  • Homeshopping
  • Vending

If you're in the Retailing industry in Ecuador, our research will help you to make informed, intelligent decisions; to recognise and profit from opportunity, or to offer resilience amidst market uncertainty.

The Retailing in Ecuador report includes:

  • Analysis of key supply-side and demand trends
  • Detailed segmentation of international and local products
  • Historic volume and value sizes, company and brand market shares
  • Five year forecasts of market trends and market growth
  • Robust and transparent research methodology, conducted in-country

This report answers:

  • What is the market size of Retailing in Ecuador?
  • Which are the leading retailers in Retailing in Ecuador?
  • How are products distributed in Retailing in Ecuador?
  • How is the rise of e-commerce and the expansion of modern grocery retail impacting traditional retail?
  • How significant are discounters and private label in Ecuador?
  • How has the impact of COVID-19 and national lockdown impacted consumer demand?
  • Which formats have benefited the most from stockpiling and enforced home seclusion?
  • How will the wider economic impact of COVID-19 shape the retail landscape in the future?
  • Where is future growth expected to be most dynamic?
Download Table of Contents

Retailing in Ecuador

Retailing in 2021: The big picture
COVID-19 fallout drives e-commerce boom in Ecuador
Retailers adjust their assortments as consumer demands shift during the pandemic
What next for retailing?
Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type 2021
Physical retail landscape
Cash and carry
Table 1 Cash and Carry Sales: Value 2016-2021
Seasonality
Mother’s/Father’s Day
Summer Sales
Back to School
Christmas
Payments
Delivery and collections
Emerging business models
Table 2 Sales in Retailing by Store-based vs Non-Store: Value 2016-2021
Table 3 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2016-2021
Table 4 Sales in Store-Based Retailing by Channel: Value 2016-2021
Table 5 Sales in Store-Based Retailing by Channel: % Value Growth 2016-2021
Table 6 Store-Based Retailing Outlets by Channel: Units 2016-2021
Table 7 Store-Based Retailing Outlets by Channel: % Unit Growth 2016-2021
Table 8 Sales in Non-Store Retailing by Channel: Value 2016-2021
Table 9 Sales in Non-Store Retailing by Channel: % Value Growth 2016-2021
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2016-2021
Table 11 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 12 Sales in Non-Grocery Specialists by Channel: Value 2016-2021
Table 13 Sales in Non-Grocery Specialists by Channel: % Value Growth 2016-2021
Table 14 Non-Grocery Specialists Outlets by Channel: Units 2016-2021
Table 15 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2016-2021
Table 16 Retailing GBO Company Shares: % Value 2017-2021
Table 17 Retailing GBN Brand Shares: % Value 2018-2021
Table 18 Store-based Retailing GBO Company Shares: % Value 2017-2021
Table 19 Store-based Retailing GBN Brand Shares: % Value 2018-2021
Table 20 Store-based Retailing LBN Brand Shares: Outlets 2018-2021
Table 21 Non-Store Retailing GBO Company Shares: % Value 2017-2021
Table 22 Non-Store Retailing GBN Brand Shares: % Value 2018-2021
Table 23 Non-Grocery Specialists GBO Company Shares: % Value 2017-2021
Table 24 Non-Grocery Specialists GBN Brand Shares: % Value 2018-2021
Table 25 Non-Grocery Specialists LBN Brand Shares: Outlets 2018-2021
Table 26 Non-Grocery Specialists LBN Brand Shares: Selling Space 2018-2021
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2021-2026
Table 28 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2021-2026
Table 29 Forecast Sales in Store-Based Retailing by Channel: Value 2021-2026
Table 30 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2021-2026
Table 31 Forecast Store-Based Retailing Outlets by Channel: Units 2021-2026
Table 32 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2021-2026
Table 33 Forecast Sales in Non-Store Retailing by Channel: Value 2021-2026
Table 34 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2021-2026
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 36 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: Value 2021-2026
Table 38 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2021-2026
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: Units 2021-2026
Table 40 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2021-2026

DISCLAIMER

Summary 2 Research Sources

Modern Grocery Retailers in Ecuador

KEY DATA FINDINGS

Discount promotions and credit offers help supermarkets to attract shoppers
Hard discounter Tuti benefits from challenging economic conditions
Listo expands its outlet network as forecourt retailers channel recovers
Prospect of slow economic recovery bodes well for discounters
Forecourt retailers set to perform positively throughout the forecast period
Convenience stores will remain a minor channel despite bright outlook
Table 41 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 42 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 43 Sales in Modern Grocery Retailers by Channel: Value 2016-2021
Table 44 Sales in Modern Grocery Retailers by Channel: % Value Growth 2016-2021
Table 45 Modern Grocery Retailers Outlets by Channel: Units 2016-2021
Table 46 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 47 Modern Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 48 Modern Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 49 Modern Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 50 Modern Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 51 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 52 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 53 Forecast Sales in Modern Grocery Retailers by Channel: Value 2021-2026
Table 54 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2021-2026
Table 55 Forecast Modern Grocery Retailers Outlets by Channel: Units 2021-2026
Table 56 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2021-2026

Traditional Grocery Retailers in Ecuador

KEY DATA FINDINGS

Independent small grocers see trade rebound with the easing of the pandemic
Spate of new outlet openings results in higher levels of cannibalisation
More traditional grocery retailers become non-bank correspondents
Competition from discounters and other modern formats set to intensify
Grocery purchases will continue to be concentrated in traditional stores
Challenging economic conditions likely to drive growth in outlet numbers
Table 57 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 58 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 59 Traditional Grocery Retailers GBO Company Shares: % Value 2017-2021
Table 60 Traditional Grocery Retailers GBN Brand Shares: % Value 2018-2021
Table 61 Traditional Grocery Retailers LBN Brand Shares: Outlets 2018-2021
Table 62 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2018-2021
Table 63 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 64 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Apparel and Footwear Specialist Retailers in Ecuador

KEY DATA FINDINGS

Demand rebounds but recovery is constrained by heightened budget-consciousness
Stores adapt their offers to keep pace with pandemic-induced lifestyle changes
COVID-19 compels apparel and footwear specialists to strengthen online presence
Increased caution around discretionary spending likely to hamper growth potential
Demand for comfort-oriented casualwear and sportswear set to continue rising
Competition from foreign e-commerce operators expected to intensify
Table 65 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 66 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 67 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 68 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 69 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 70 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 71 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 72 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026

Health and Beauty Specialist Retailers in Ecuador

KEY DATA FINDINGS

Chemists/pharmacies and drugstores/parapharmacies chains expand rapidly
Easing of the pandemic supports moderate recovery for beauty specialist retailers
Health specialists work to boost sales of non-essential product types
More independent chemists/pharmacies expected to join chains
Increased budget-consciousness will limit expansion of beauty specialist retailers
Challenging economic conditions likely to encourage aggressive price promotions
Table 73 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 74 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 75 Sales in Health and Beauty Specialist Retailers by Channel: Value 2016-2021
Table 76 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2016-2021
Table 77 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2017-2021
Table 78 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2018-2021
Table 79 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2018-2021
Table 80 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2018-2021
Table 81 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 82 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 83 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2021-2026
Table 84 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2021-2026

Mixed Retailers in Ecuador

KEY DATA FINDINGS

Department stores channel shows robust recovery as trading conditions improve
COVID-19 fallout spurs investment in omnichannel strategies
Chains adjust their product mixes in response to pandemic-related changes
Price promotions and credit offers will help to sustain recovery of department stores
Expansion of home accessories and electronics assortments likely to continue
Construction of shopping malls will create opportunities for new outlet openings
Table 85 Mixed Retailers: Value Sales, Outlets and Selling Space 2016-2021
Table 86 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2016-2021
Table 87 Sales in Mixed Retailers by Channel: Value 2016-2021
Table 88 Sales in Mixed Retailers by Channel: % Value Growth 2016-2021
Table 89 Mixed Retailers Outlets by Channel: Units 2016-2021
Table 90 Mixed Retailers Outlets by Channel: % Unit Growth 2016-2021
Table 91 Mixed Retailers GBO Company Shares: % Value 2017-2021
Table 92 Mixed Retailers GBN Brand Shares: % Value 2018-2021
Table 93 Mixed Retailers LBN Brand Shares: Outlets 2018-2021
Table 94 Mixed Retailers LBN Brand Shares: Selling Space 2018-2021
Table 95 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2021-2026
Table 96 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2021-2026
Table 97 Forecast Sales in Mixed Retailers by Channel: Value 2021-2026
Table 98 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2021-2026
Table 99 Forecast Mixed Retailers Outlets by Channel: Units 2021-2026
Table 100 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2021-2026

Direct Selling in Ecuador

KEY DATA FINDINGS

Economic factors temper recovery of beauty and personal care direct selling
Consumer health direct selling benefits from increased health-consciousness
Pandemic forces direct sellers to rethink their business models
High unemployment will help direct sellers expand their distribution networks
Cosmetics, consumer health and clothing likely to be key growth areas
Physical sales will remain dominant despite growing focus on e-commerce
Table 101 Direct Selling by Category: Value 2016-2021
Table 102 Direct Selling by Category: % Value Growth 2016-2021
Table 103 Direct Selling GBO Company Shares: % Value 2017-2021
Table 104 Direct Selling GBN Brand Shares: % Value 2018-2021
Table 105 Direct Selling Forecasts by Category: Value 2021-2026
Table 106 Direct Selling Forecasts by Category: % Value Growth 2021-2026

E-Commerce (Goods) in Ecuador

KEY DATA FINDINGS

Pandemic catalyses the development of e-commerce in Ecuador
Scrapping of “4x4” tax boosts cross-border e-commerce
Third-party delivery platforms explore new business models
E-commerce will continue to benefit from recent pandemic-induced changes
Buoyant value sales growth projected for cross-border e-commerce
Millennials and Generation Z will remain the most avid online shoppers
Table 107 E-Commerce (Goods) by Channel and Category: Value 2016-2021
Table 108 E-Commerce (Goods) by Channel and Category: % Value Growth 2016-2021
Table 109 E-Commerce (Goods) GBO Company Shares: % Value 2017-2021
Table 110 E-Commerce (Goods) GBN Brand Shares: % Value 2018-2021
Table 111 Forecast E-Commerce (Goods) by Channel and Category: Value 2021-2026
Table 112 Forecast E-Commerce (Goods) by Channel and Category: % Value Growth 2021-2026

Mobile E-Commerce (Goods) in Ecuador

KEY DATA FINDINGS

Mobile e-commerce thrives during the pandemic
Social media is a key driver of the mobile e-commerce boom
Retailers struggle to overcome early mover advantage of third party delivery apps
Share of e-commerce sales generated by mobile purchases will continue to rise
Social media use set to remain highly influential in stimulating mobile sales
Price promotions and technological advances will boost appeal of mobile shopping
Table 113 Mobile E-Commerce (Goods): Value 2016-2021
Table 114 Mobile E-Commerce (Goods): % Value Growth 2016-2021
Table 115 Mobile E-Commerce (Goods) Forecasts: Value 2021-2026
Table 116 Mobile E-Commerce (Goods) Forecasts: % Value Growth 2021-2026
The following categories and subcategories are included:

Retailing

      • Apparel and Footwear Specialist Retailers
      • Electronics and Appliance Specialist Retailers
        • Beauty Specialist Retailers
        • Chemists/Pharmacies
        • Optical Goods Stores
        • Drugstores/Parapharmacies
        • Vitamins and Dietary Supplements Specialist Retailers
        • Home Improvement and Gardening Stores
        • Homewares and Home Furnishing Stores
        • Bags and Luggage Specialist Retailers
        • Jewellery and Watch Specialist Retailers
        • Media Products Stores
        • Pet Shops and Superstores
        • Sports Goods Stores
        • Stationers/Office Supply Stores
        • Traditional Toys and Games Stores
      • Other Non-Grocery Specialists
      • Department Stores
      • Mass Merchandisers
      • Variety Stores
      • Warehouse Clubs
      • Luxury Apparel and Footwear Retailers
      • Luxury Bags and Luggage Specialist Retailers
      • Luxury Department Stores
      • Luxury Jewellery and Watch Retailers
      • Off-price Apparel and Footwear Specialist Retailer
      • Off-price Department Stores
      • Apparel and Footwear Direct Selling
      • Beauty and Personal Care Direct Selling
      • Consumer Electronics Direct Selling
      • Consumer Health Direct Selling
      • Consumer Appliances Direct Selling
      • Food and Drink Direct Selling
      • Home Care Direct Selling
      • Home Improvement and Gardening Direct Selling
      • Homewares and Home Furnishings Direct Selling
      • Media Products Direct Selling
      • Personal Accessories and Eyewear Direct Selling
      • Pet Care Direct Selling
      • Traditional Toys and Games Direct Selling
      • Video Games Hardware Direct Selling
      • Other Direct Selling
      • Apparel and Footwear Homeshopping
      • Beauty and Personal Care Homeshopping
      • Consumer Appliances Homeshopping
      • Consumer Electronics Homeshopping
      • Consumer Health Homeshopping
      • Food and Drink Homeshopping
      • Home Care Homeshopping
      • Home Improvement and Gardening Homeshopping
      • Homewares and Home Furnishings Homeshopping
      • Media Products Homeshopping
      • Personal Accessories and Eyewear Homeshopping
      • Pet Care Homeshopping
      • Traditional Toys and Games Homeshopping
      • Video Games Hardware Homeshopping
      • Other Homeshopping
      • Packaged Drinks Vending
      • Snacks Vending
      • Dairy Products and Alternatives Vending
      • Cooking Ingredients and Meals Vending
      • Staple Foods Vending
      • Personal Hygiene Vending
      • Tobacco Vending
      • Hot Drinks Vending
      • Traditional Toys and Games Vending
      • Other Products Vending
      • Mobile E-Commerce (Goods)
        • Foreign E-Commerce (Goods)
        • Domestic E-Commerce (Goods)
        • Apparel and Footwear E-Commerce
        • Beauty and Personal Care E-Commerce
        • Consumer Appliances E-Commerce
        • Consumer Electronics E-Commerce
        • Consumer Health E-Commerce
        • Food and Drink E-Commerce
        • Home Care E-Commerce
        • Home Improvement and Gardening E-Commerce
        • Homewares and Home Furnishings E-Commerce
        • Media Products E-Commerce
        • Personal Accessories and Eyewear E-Commerce
        • Pet Care E-Commerce
        • Traditional Toys and Games E-Commerce
        • Video Games Hardware E-Commerce
        • Other E-Commerce

Retailing

Sales of new and used goods to the general public for personal or household consumption. Excludes specialist retailers of motor vehicles, motorcycles, vehicle parts, fuel. Also excludes foodservice, rental and hire and wholesale industries (Cash and Carry). Sales value excluding or including VAT/Sales Tax. Retailing is the aggregation of Store-based retailing and Non-store retailing. Retailing excludes the informal retail sector. Informal retailing is retail trade which is not declared to the tax authorities. Informal retailing encompasses (a) sales generated by unregistered and unlicensed retailers, ie retailers operating illegally, and (b) any proportion of sales generated by a registered and licensed retailer which is not declared to the tax authorities. Unregistered and unlicensed retailers operate predominantly (although not exclusively) as street hawkers or operate open market stalls, as these channels are harder for the authorities to monitor than permanent outlets. Activities in the illegal market, which is usually understood to refer to trade in illegal, counterfeit or stolen merchandise, are included within our definition of informal retailing. Activities in the “grey market”, which is usually understood to refer to trade in legal merchandise that is sold through unauthorized channels – for example cigarettes bought legally in another country, legally imported, but sold at lower prices than in authorized channels – will be included as informal retailing if no tax is paid on sale by the retailer. However if the retailer pays tax – for example on cigarettes bought legally in another country but sold at a lower price than standard – the sale is included within formal retailing. In relation to click and collect purchases (i.e. where purchases are made over the internet but picked up at store) where the sales data is attributed depends on where the payment is made: If payment is made in store, then the sale is included in store-based sales. If payment is made over the internet, then the sale is included in internet retailing.

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This report originates from Passport, our Retailing research and analysis database.

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