e-Commerce Market Analytics

The eCommerce market in Colombia

Colombia is the 32nd largest market for eCommerce with a revenue of US$7 billion in 2021, placing it ahead of Nigeria and behind Chile.

With an increase of 22%, the Colombian eCommerce market contributed to the worldwide growth rate of 15% in 2021. Just like in Colombia, global eCommerce sales are expected to increase over the next years. As new markets are emerging, global growth will continue over the next years. This development will be propelled by East and Southeast Asia with their growing middle class and their lagging offline infrastructure.

With a yearly growth rate of 6% between 2021 and 2025, Colombia is expected to grow at about the same rate as the global average (6%).

The eCommerce market in Colombia

Top online stores

The biggest player in the Colombian eCommerce market is exito.com. The store had a revenue of US$359 million in 2021. exito.com is followed by falabella.com.co and alkosto.com as the second- and third largest stores with US$209 million and US$185 million, respectively. Altogether, the top three stores account for 10% of online revenue in Colombia.

Store rankings include every store that generates revenue in Colombia. These stores can either have a national focus and only sell in their main country or operate on a global scale. For this evaluation, only revenue created in Colombia was considered.

One of the fastest-growing stores in the Colombian market is librerianacional.com. The store achieved online net sales of about US$24.9 million in 2021. Its revenue growth amounted to 110% in the previous year.

More information on the top 100 online stores in Colombia can be found in our ecommerceDB Country Report.

Growth champions:
Editorial tips:

Top online eCommerce stores in Colombia by eCommerce net sales 2021 in million US$

# Store
1. exito.com
2. falabella.com.co
3. alkosto.com
4. amazon.com
5. adidas.co

The eCommerce market in Colombia

Market size and growth rate

Revenue in 2021
CAGR 2021-2025
Digital Market Outlook by Statista

The Digital Market Outlook presents up-to-date figures on markets of the digital economy. The comparable key figures are based on extensive analyses of relevant indicators from the areas of society, economy, and technology.

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The eCommerce market in Colombia is expected to increase over the next few years, as indicated by the Statista Digital Market Outlook. It has been predicted that the compound annual growth rate for the next four years (CAGR 21-25) will be 6%. Compared to the year-over-year growth of 22% between 2020 and 2021, this decrease in yearly growth suggests a moderately flooded market. However, an indicator of growth potential is the online penetration of 40% in Colombia; in other words, 40% of the Colombian population have bought at least one product online in 2021.

Five categories are considered by ecommerceDB. Fashion is the largest segment in Colombia and accounts for 33% of the eCommerce revenue in Colombia. It is followed by Electronics & Media with 21%, Furniture & Appliances with 19%, Toys, Hobby & DIY with 19%, and Food & Personal Care with the remaining 8%.

The eCommerce market in Colombia

Top shipping service providers

In Colombia, Coordinadora is the most frequently offered delivery service provider among online stores. Of those stores indicating which service they use to transport their goods, 29% cited Coordinadora as one of their providers. Moreover, Servientrega and Envía are among the top three shipping service companies offered by online retailers in Colombia, at rates of 23% and 10%.

Shipping information is based on orders from the store's main country, which is defined as the one where the store generates most of its online revenue. As a result, only stores that generate more net sales in Colombia than in any other country are taken into account. Furthermore, only stores that provide information about their shipping providers can be considered.

Competitor analysis of shipping service providers in Colombia

# Shipping service provider
1. Coordinadora
2. Servientrega
3. Envía