eCommerce market in Guatemala

Guatemala is the 95th largest market for eCommerce with a predicted revenue of US$381.0 million by 2024, placing it ahead of Kyrgyzstan. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 9.7%, resulting in a projected market volume of US$551.8 million by 2028. With an expected increase of 12.4% in 2024, the Guatemalan eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Guatemala, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Guatemalan eCommerce market. Electronics is the largest market and accounts for 23.7% of the Guatemalan eCommerce revenue. It is followed by Hobby & Leisure with 21.1%, Fashion with 21.1%, 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 Guatemala

Guatemala is the 95th largest market for eCommerce with a predicted revenue of US$381.0 million by 2024, placing it ahead of Kyrgyzstan. Revenue is expected to show a compound annual growth rate (CAGR 2024-2028) of 9.7%, resulting in a projected market volume of US$551.8 million by 2028. With an expected increase of 12.4% in 2024, the Guatemalan eCommerce market contributed to the worldwide growth rate of 10.4% in 2024. Like in Guatemala, global eCommerce sales are expected to increase over the next years. Seven markets are considered by ECDB within the Guatemalan eCommerce market. Electronics is the largest market and accounts for 23.7% of the Guatemalan eCommerce revenue. It is followed by Hobby & Leisure with 21.1%, Fashion with 21.1%, 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 Guatemala

in million US$

eCommerce revenue growth in Guatemala

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 %) 89.7 57.1 0.5 51.5 7.5 1.8 22.8 80.6

Online share

eCommerce online share in Guatemala

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 Guatemalan retail market, the online share is 4.5% and will increase by an average of 7.2% to 6.0% by 2028.

eCommerce online share in Guatemala

in %
2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 43.4% 63.9% 55.3% 40.1% 58.6% 74.5% 89.8% 37.5%