Executive Summary

Feb 2019
Retailers are recovering sales after 2016 economic downfall

Retailing in Ecuador has been recovering a positive trend since 2017, after the national economy suffered a downfall in 2016 driven by low petroleum prices and a strong earthquake, which affected the coastal cities of the country. During this period, VAT tax was increased as an emergency measure, and in general, consumers were resistant to spending their income on other than the necessary products.

Store-based retailing captures most of the retailing sales

Store-based retailing continues to lead retail industry in Ecuador. It covers all consumption categories, unlike other channels, like homeshopping, direct selling or internet retailing.

Online purchases increase at sustained pace in Ecuador

Ecuador is part of the new dynamic to make online purchases and electronic commerce adds more “e-shoppers” within the Ecuadorian population. There are different reasons why online commerce has grown, but perhaps the main driver is the increasing penetration of the internet.

Sales and promotions continue to be commonly used to increase volume sales

The most important retail players in Ecuador have something in common: they include store brands across several categories and a significantly wide product offer. Corporación Favorita and Corporación El Rosado entered grocery retailing, including hypermarkets and supermarkets, as their main operating channel and focus on offering premium, standard and economy to attract consumers of every income level.

Digital media improving retailers’ product promotion

Driven by high costs of mass media advertising, plus a higher internet penetration amongst the general population, retailers designate a high percentage of their budgets to promote their brands on digital channels. Most brands are present at social networks such as Facebook, where they invest in generating a strong relationship with consumers, reaching specific selected audiences for their products and making the investment more efficient, as the main advantage vs traditional media.

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Retailing in Ecuador

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Overview

Discover the latest market trends and uncover sources of future market growth for the Retailing industry in Ecuador with research from Euromonitor's team of in-country analysts.

Find hidden opportunities in the most current research data available, understand competitive threats with our detailed market analysis, and plan your corporate strategy with our expert qualitative analysis and growth projections.

If you're in the Retailing industry in Ecuador, our research will save you time and money while empowering you to make informed, profitable decisions.

When you purchase this report, you also get the data and the content from these category reports in Ecuador for free:

The Retailing in Ecuador market research report includes:

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

Our market research reports answer questions such as:

  • How big is the grocery/non-grocery/non-store channel in Ecuador?
  • Who are the leading retailers in Ecuador?
  • How is retailing performing in Ecuador?
  • What is the retailing environment like in Ecuador?
  • Which channels are winning or losing in the fight for consumers’ money?

Why buy this report?

  • Gain competitive intelligence about market leaders
  • Track key industry trends, opportunities and threats
  • Inform your marketing, brand, strategy and market development, sales and supply functions

This industry report originates from Passport, our Retailing market research database.

Retailing in Ecuador

EXECUTIVE SUMMARY

Retailers are recovering sales after 2016 economic downfall
Store-based retailing captures most of the retailing sales
Online purchases increase at sustained pace in Ecuador
Sales and promotions continue to be commonly used to increase volume sales
Digital media improving retailers’ product promotion

OPERATING ENVIRONMENT

Informal retailing
Opening hours
Summary 1 Standard Opening Hours by Channel Type
Physical retail landscape
Cash and carry
Seasonality
Mother’s/Father’s Day
Summer Sales
Back to school
Black Friday
Christmas
Payments and delivery
Emerging business models

MARKET DATA

Table 1 Sales in Retailing by Store-based vs Non-Store: Value 2013-2018
Table 2 Sales in Retailing by Store-based vs Non-Store: % Value Growth 2013-2018
Table 3 Sales in Store-Based Retailing by Channel: Value 2013-2018
Table 4 Sales in Store-Based Retailing by Channel: % Value Growth 2013-2018
Table 5 Store-Based Retailing Outlets by Channel: Units 2013-2018
Table 6 Store-Based Retailing Outlets by Channel: % Unit Growth 2013-2018
Table 7 Sales in Non-Store Retailing by Channel: Value 2013-2018
Table 8 Sales in Non-Store Retailing by Channel: % Value Growth 2013-2018
Table 9 Non-Grocery Specialists: Value Sales, Outlets and Selling Space 2013-2018
Table 10 Non-Grocery Specialists: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 11 Sales in Non-Grocery Specialists by Channel: Value 2013-2018
Table 12 Sales in Non-Grocery Specialists by Channel: % Value Growth 2013-2018
Table 13 Non-Grocery Specialists Outlets by Channel: Units 2013-2018
Table 14 Non-Grocery Specialists Outlets by Channel: % Unit Growth 2013-2018
Table 15 Retailing GBO Company Shares: % Value 2014-2018
Table 16 Retailing GBN Brand Shares: % Value 2015-2018
Table 17 Store-based Retailing GBO Company Shares: % Value 2014-2018
Table 18 Store-based Retailing GBN Brand Shares: % Value 2015-2018
Table 19 Store-based Retailing LBN Brand Shares: Outlets 2015-2018
Table 20 Non-Store Retailing GBO Company Shares: % Value 2014-2018
Table 21 Non-Store Retailing GBN Brand Shares: % Value 2015-2018
Table 22 Non-Grocery Specialists GBO Company Shares: % Value 2014-2018
Table 23 Non-Grocery Specialists GBN Brand Shares: % Value 2015-2018
Table 24 Non-Grocery Specialists LBN Brand Shares: Outlets 2015-2018
Table 25 Non-Grocery Specialists LBN Brand Shares: Selling Space 2015-2018
Table 26 Forecast Sales in Retailing by Store-based vs Non-Store: Value 2018-2023
Table 27 Forecast Sales in Retailing by Store-based vs Non-Store: % Value Growth 2018-2023
Table 28 Forecast Sales in Store-Based Retailing by Channel: Value 2018-2023
Table 29 Forecast Sales in Store-Based Retailing by Channel: % Value Growth 2018-2023
Table 30 Forecast Store-Based Retailing Outlets by Channel: Units 2018-2023
Table 31 Forecast Store-Based Retailing Outlets by Channel: % Unit Growth 2018-2023
Table 32 Forecast Sales in Non-Store Retailing by Channel: Value 2018-2023
Table 33 Forecast Sales in Non-Store Retailing by Channel: % Value Growth 2018-2023
Table 34 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 35 Non-Grocery Specialists Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 36 Forecast Sales in Non-Grocery Specialists by Channel: Value 2018-2023
Table 37 Forecast Sales in Non-Grocery Specialists by Channel: % Value Growth 2018-2023
Table 38 Forecast Non-Grocery Specialists Outlets by Channel: Units 2018-2023
Table 39 Forecast Non-Grocery Specialists Outlets by Channel: % Unit Growth 2018-2023

DEFINITIONS

SOURCES

Summary 2 Research Sources

Apparel and Footwear Specialist Retailers in Ecuador

HEADLINES

PROSPECTS

Apparel and footwear consumers more confident to increase expenditure
Globalised consumers looking for the last world trends
High seasonality impacts sales

COMPETITIVE LANDSCAPE

Inditex leads a highly fragmented category
Strong price wars in 2016 and 2017 affect retailers’ value
Informal commerce continues to affect the category

CHANNEL DATA

Table 40 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 41 Apparel And Footwear Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 42 Apparel And Footwear Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 43 Apparel And Footwear Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 44 Apparel And Footwear Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 45 Apparel And Footwear Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 46 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 47 Apparel And Footwear Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023

Direct Selling in Ecuador

HEADLINES

PROSPECTS

Direct sellers recovering from contraction in 2016
Offer of additional categories could help accelerate growth
Network marketing interesting as direct selling method but has yet to incorporate mass categories of products

COMPETITIVE LANDSCAPE

Yanbal Ecuador leads direct selling channel
Social networks are becoming the main way to promote catalogue products
Direct sellers place high importance on baby and child-specific products

CHANNEL DATA

Table 48 Direct Selling by Category: Value 2013-2018
Table 49 Direct Selling by Category: % Value Growth 2013-2018
Table 50 Direct Selling GBO Company Shares: % Value 2014-2018
Table 51 Direct Selling GBN Brand Shares: % Value 2015-2018
Table 52 Direct Selling Forecasts by Category: Value 2018-2023
Table 53 Direct Selling Forecasts by Category: % Value Growth 2018-2023

Health and Beauty Specialist Retailers in Ecuador

HEADLINES

PROSPECTS

Health retailers growing with prevention products
Consumers worry about personal image, taking care of their body and health
Nesting trend amongst consumers affects beauty specialist retailers

COMPETITIVE LANDSCAPE

Econofarm’s Sana Sana and Farcomed’s Fybeca lead amongst health and beauty specialists
Distribution maintains its channel mix; internet retailing gains relevance, albeit with low penetration
Discounts and promotions to attract consumers

CHANNEL DATA

Table 54 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 55 Health and Beauty Specialist Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 56 Sales in Health and Beauty Specialist Retailers by Channel: Value 2013-2018
Table 57 Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2013-2018
Table 58 Health and Beauty Specialist Retailers GBO Company Shares: % Value 2014-2018
Table 59 Health and Beauty Specialist Retailers GBN Brand Shares: % Value 2015-2018
Table 60 Health and Beauty Specialist Retailers LBN Brand Shares: Outlets 2015-2018
Table 61 Health and Beauty Specialist Retailers LBN Brand Shares: Selling Space 2015-2018
Table 62 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 63 Health and Beauty Specialist Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 64 Forecast Sales in Health and Beauty Specialist Retailers by Channel: Value 2018-2023
Table 65 Forecast Sales in Health and Beauty Specialist Retailers by Channel: % Value Growth 2018-2023

Internet Retailing in Ecuador

HEADLINES

PROSPECTS

E-shoppers increasing at sustained pace in Ecuador
Internet retailing yet to develop amongst grocery categories
Main prospects for growth include electronics and apparel

COMPETITIVE LANDSCAPE

Internet retailing sales concentrated amongst mid-high and high-income groups
Increased convenience and low prices boost e-commerce presence
Linio changes strategy to improve operations in Ecuador

CHANNEL DATA

Table 66 Internet Retailing by Category: Value 2013-2018
Table 67 Internet Retailing by Category: % Value Growth 2013-2018
Table 68 Internet Retailing GBO Company Shares: % Value 2014-2018
Table 69 Internet Retailing GBN Brand Shares: % Value 2015-2018
Table 70 Internet Retailing Forecasts by Category: Value 2018-2023
Table 71 Internet Retailing Forecasts by Category: % Value Growth 2018-2023

Mixed Retailers in Ecuador

HEADLINES

PROSPECTS

Department stores boosted by other grocery and non-grocery sharing trend
Variety stores are the most dynamic, underpinned by independent operations
Mixed retailers find interesting, growing niche in home accessories

COMPETITIVE LANDSCAPE

De Prati leads mixed retailers channel
Pycca department store maintains a “follower” strategy in Ecuador
Sales seasons such as Black Friday established and driving demand in Ecuador

CHANNEL DATA

Table 72 Mixed Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 73 Mixed Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 74 Sales in Mixed Retailers by Channel: Value 2013-2018
Table 75 Sales in Mixed Retailers by Channel: % Value Growth 2013-2018
Table 76 Mixed Retailers Outlets by Channel: Units 2013-2018
Table 77 Mixed Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 78 Mixed Retailers GBO Company Shares: % Value 2014-2018
Table 79 Mixed Retailers GBN Brand Shares: % Value 2015-2018
Table 80 Mixed Retailers LBN Brand Shares: Outlets 2015-2018
Table 81 Mixed Retailers LBN Brand Shares: Selling Space 2015-2018
Table 82 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 83 Mixed Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 84 Forecast Sales in Mixed Retailers by Channel: Value 2018-2023
Table 85 Forecast Sales in Mixed Retailers by Channel: % Value Growth 2018-2023
Table 86 Forecast Mixed Retailers Outlets by Channel: Units 2018-2023
Table 87 Forecast Mixed Retailers Outlets by Channel: % Unit Growth 2018-2023

Mobile Internet Retailing in Ecuador

HEADLINES

PROSPECTS

Successful apps expand brand and service offers
Penetration of mobile internet will continue to accelerate
Social networks are main marketing platforms for mobile retail apps

COMPETITIVE LANDSCAPE

Fybeca, the most dynamic app in health and beauty categories
Platforms OLX and Mercadolibre incorporate a second floor space for small retailers
Comandato, the most highlighted app in electronics and appliances

CHANNEL DATA

Table 88 Mobile Internet Retailing: Value 2013-2018
Table 89 Mobile Internet Retailing: % Value Growth 2013-2018
Table 90 Mobile Internet Retailing Forecasts: Value 2018-2023
Table 91 Mobile Internet Retailing Forecasts: % Value Growth 2018-2023

Modern Grocery Retailers in Ecuador

HEADLINES

PROSPECTS

Consumers more confident about spending more of their income
Health and wellness awareness influencing grocery retailers
Private label products in supermarkets show strong dynamism

COMPETITIVE LANDSCAPE

Corporations maintain strong dominance in wider retail market landscape
Expansion of convenience stores, forecourt retailers focused on higher-income groups
Aggressive discounts and product promotions are the new norm in the category

CHANNEL DATA

Table 92 Modern Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 93 Modern Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 94 Sales in Modern Grocery Retailers by Channel: Value 2013-2018
Table 95 Sales in Modern Grocery Retailers by Channel: % Value Growth 2013-2018
Table 96 Modern Grocery Retailers Outlets by Channel: Units 2013-2018
Table 97 Modern Grocery Retailers Outlets by Channel: % Unit Growth 2013-2018
Table 98 Modern Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 99 Modern Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 100 Modern Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 101 Modern Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 102 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 103 Modern Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023
Table 104 Forecast Sales in Modern Grocery Retailers by Channel: Value 2018-2023
Table 105 Forecast Sales in Modern Grocery Retailers by Channel: % Value Growth 2018-2023
Table 106 Forecast Modern Grocery Retailers Outlets by Channel: Units 2018-2023
Table 107 Forecast Modern Grocery Retailers Outlets by Channel: % Unit Growth 2018-2023

Traditional Grocery Retailers in Ecuador

HEADLINES

PROSPECTS

Independent small grocers relevant with low growth
Traditional grocery retailers continue to lead distribution
Smaller packages to maintain frequency

COMPETITIVE LANDSCAPE

Personalised customer service a key advantage for small grocers
Increasing presence of low-cost supermarkets pose another threat to the traditional channel
Independent small grocers continue to offer additional services

CHANNEL DATA

Table 108 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space 2013-2018
Table 109 Traditional Grocery Retailers: Value Sales, Outlets and Selling Space: % Growth 2013-2018
Table 110 Traditional Grocery Retailers GBO Company Shares: % Value 2014-2018
Table 111 Traditional Grocery Retailers GBN Brand Shares: % Value 2015-2018
Table 112 Traditional Grocery Retailers LBN Brand Shares: Outlets 2015-2018
Table 113 Traditional Grocery Retailers LBN Brand Shares: Selling Space 2015-2018
Table 114 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space 2018-2023
Table 115 Traditional Grocery Retailers Forecasts: Value Sales, Outlets and Selling Space: % Growth 2018-2023