Fashion market in Guatemala

The Guatemalan Fashion eCommerce market is predicted to reach US$115.4 million by 2023 and accounts for 20.9% of the total eCommerce market in Guatemala. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 5.6%, resulting in a projected market volume of US$143.3 million by 2027. Within the Fashion market ECDB considers the following three sub-markets: Apparel, Footwear, and Bags & Accessories.

Market development

eCommerce revenue development in the Sweaters market in Guatemala

The Guatemalan Sweaters eCommerce market is predicted to reach US$2.9 million by 2023 and accounts for 4.6% of the Apparel eCommerce market in Guatemala. It is expected to increase over the next years. The expected compound annual growth rate for the next four years (CAGR 2023-2027) will be 1.9%, resulting in a projected market volume of US$3.1 million by 2027. The Sweaters eCommerce market is a sub-market of the Apparel market. Further categories within the Apparel market are: Dresses & Skirts, Jackets, Coats & Anoraks, Other Apparel, Pants, Socks, Suits & Trouser Suits, T-Shirts, Shirts & Blouses, Underwear & Nightwear, and Workwear.

eCommerce revenue development in the Sweaters market in Guatemala

in million US$

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

eCommerce revenue growth in the Sweaters market in Guatemala

in %

Note: Market revenue represents B2C sales of physical goods including VAT. It excludes B2B sales, C2C sales, returns, compensation for damaged or missing goods, any discounts granted and services. Data shown is using current exchange rates.

Source: ECDB analysis

Net eCommerce revenue split by sub-category

in %

Note: Data shown is using current exchange rates.

Source: ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Revenue (in mUS$) 0.0 0.0 0.0 0.0 0.0 0.0 0.0 0.0
Growth (in %) 51.4 31.8 47.0 94.3 85.9 29.8 93.4 19.2
AOV (in US$) 0.2 0.9 0.7 0.1 0.3 0.2 0.5 0.9
CVR (in %) 92.7 57.7 75.2 2.7 15.5 53.4 41.1 38.4
AOV: Average Order Value CVR: Conversion Rate

Online share

eCommerce online share of the total Sweaters market 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 Sweaters retail market, the online share is 8.8% and will increase by an average of 10.2% to 13.0% by 2027.

eCommerce online share of the total Sweaters market in Guatemala

in %

Note: Data shown is using current exchange rates.

Source: Statista Market Insights , ECDB analysis

2020 2021 2022 2023 2024 2025 2026 2027
Online share (in %) 10.8% 70.6% 96.7% 10.5% 43.1% 54.9% 96.1% 74.0%

Market definition

Definition of the Sweaters market within the Fashion market

Market definition: Fashion > Apparel > Sweaters The category Sweaters includes the online trade of hoodies (e.g. pullover hoodies, zip-up hoodies), sweaters (e.g. crewneck sweaters, turtleneck sweaters, cardigans) and longsleeves (e.g. long-sleeve t-shirts, henley shirts). This category does not cover t-shirts, shirts or blouses. All monetary figures refer to the annual gross revenue and do not factor in shipping costs.

In-scope

  • Hoodies (e.g. pullover hoodies, zip-up hoodies)
  • Sweaters (e.g. crewneck sweaters, turtleneck sweaters, cardigans)
  • Longsleeves (e.g. long-sleeve t-shirts, henley shirts)

Out-of-scope

  • T-shirts
  • Shirts
  • Blouses

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