eCommerce market in Cuba

Cuba is the 87th largest market for eCommerce with a predicted revenue of US$498.5 million by 2024, placing it ahead of Bahrain. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 5.4%, resulting in a projected market volume of US$614.9 million by 2028. With an expected increase of 7.8% in 2024, the Cuban eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Cuba, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Cuban eCommerce market. Electronics is the largest market and accounts for 23.6% of the Cuban eCommerce revenue. It is followed by Hobby & Leisure with 21.4%, Fashion with 20.8%, Furniture & Homeware with 11.2%, DIY with 8.6%, Care Products with 8.4%, and Grocery with the remaining 5.9%.

Market development

eCommerce revenue development in Cuba

Cuba is the 87th largest market for eCommerce with a predicted revenue of US$498.5 million by 2024, placing it ahead of Bahrain. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 5.4%, resulting in a projected market volume of US$614.9 million by 2028. With an expected increase of 7.8% in 2024, the Cuban eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Cuba, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Cuban eCommerce market. Electronics is the largest market and accounts for 23.6% of the Cuban eCommerce revenue. It is followed by Hobby & Leisure with 21.4%, Fashion with 20.8%, Furniture & Homeware with 11.2%, DIY with 8.6%, Care Products with 8.4%, and Grocery with the remaining 5.9%.

eCommerce revenue development in Cuba

in million US$

eCommerce revenue growth in Cuba

in %

Net eCommerce revenue split by sub-category

in %
2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 81.1 14.7 66.4 91.9 66.1 43.9 48.9 74.5

Online share

eCommerce online share in Cuba

The online share refers to the proportion of the retail volume that is transacted via the Internet. It includes purchases via desktop PC, tablet or smartphone, both via website or app. Only retail of physical goods is taken into account. In the Cuban retail market, the online share is 3.7% and will increase by an average of 9.2% to 5.3% by 2028.

eCommerce online share in Cuba

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 94.0% 82.3% 14.9% 17.2% 42.2% 63.7% 21.3% 48.5%