More and more Guatemalans buy online, which has generated a transformation in consumption habits and, at the same time, a challenge for small and medium enterprises (SMEs) who want to enter the Electronic commerce in Guatemala.
With millions of active entrepreneurs, knowing the preferences of the digital buyer becomes key to business growth.
That is why it is essential for a company to have the ability to adapt to digital channels, loyalty customers and offer personalized experiences to make a difference between stagnating or advancing in an increasingly competitive and connected market.
Electronic Growth Commerce
He Sixth Electronic Commerce Study in Guatemalaprepared by the Guatemala Chamber of Commerce (CCG), reveals that the online purchase growth increases at a speed of 8%compared to the previous year. For this analysis, he interviewed 700 consumers that made at least one digital purchase in the last six months.
The participants were between 18 and 60 years old, with a gender distribution of 52% women and 48% men. The majority of frequent buyers have between 24 and 44 yearsalthough the group with the greatest growth potential is among the 19 and 24 yearsthat is, the Z or centennial generation, known to be Digital natives and consider the internet as a basic need.
Guatemalan companies grow in digital trade
Online sales grew a 30% In the last year. He 48.8% of companies they make their sales mainly through social networks, and the 42.2% He does it from its official website.
Besides, one in five companies included in the study Make sales abroadespecially towards Honduras. This advance has been possible thanks to the system Central American Single Invoice and Declaration (Fyduca)which facilitates regional trade operations between Guatemala, Honduras and soon El Salvador.
More than 3 million active entrepreneurs in Guatemala
According to him National Entrepreneurship Report for Guatemala 2023-2024 of the Global Entrepreneurship Monitor (GEM), 3.2 million Guatemalans They have an initial phase business, which represents the 32.4% of the adult population.
Faced with this reality, Understand digital consumeridentify al target audience and know What do buyers value at the time of acquiring an online product or service It is essential for an entrepreneurship to advance in its maturation stage.
Why do Guatemalans buy online?
The main reason to buy online, according to the study, is the Time savings. For consumers, the well -being and comfort They are fundamental when choosing this modality.
- Save time 58%
- Pay 46% from anywhere
- Buy at any time 43%
- Buy and receive at home 42%
- Easy and simple purchase process 37%
- Buy with any means of payment 35%
- Find products faster than the 34% physical store
- Discounts are better than 25% physical store
- Accessibility to pay in 19% quotas
Being able to buy from anywhere, avoid traffic and receive the product at home are decisive factors.
Hybrid buyers: between digital and physical
Pandemia transformed purchase habits throughout the world and Guatemala was no exception. Although the sanitary emergency was already behind, many of the new customs adopted during that period have come to stay. Among them, the emergence of the hybrid buyera consumer profile that combines the best in the digital world and the physicist when making their purchases.
According to the electronic commerce study in Guatemala, this type of buyer is characterized by its ability to adapt to multiple channels according to the product category, its urgency or its level of confidence in the store.
For example, a consumer can search online information about an appliance, read reviews, compare prices and then visit a physical store to see the product before specifying online purchase.
The hybrid buyer It is not tied to a single channel; Rather, it values flexibility, efficiency and comfort. This evolution represents both an opportunity and a challenge for companies: they must ensure a fluid and coherent experience regardless of the channel in which the user interacts. If a person begins their purchase route on social networks, but you want to finish the transaction in a physical store, the business must be prepared to respond immediately, without repeating the entire process.
In addition, the skill level of the Guatemalan buyer is intermediate. The majority Analyze prices, payment methods and delivery times Before making a purchase. Although there are still impulsive purchases, the percentage of consumers grows that previously investigate.
Most bought products online in Guatemala
Among the categories that receive the most demand is:
- Home, furniture and garden products: 25%
- Cosmetics and personal care: 21%
- Electronics, audio, video and television: 20%
- Construction tools and materials: 17%
- Cell phones and phones: 16%
Preferred channels to buy online
The sales channels most used by consumers are:
- Website from the mobile phone: 32%
- Website from the computer: 19%
- Delivery applications: 16%
- Company or business app: 9%
- Couer or messaging service that makes the purchase by the customer: 2%
It should be noted that Social networks and mobile applications They are gaining ground as the main sales channels for many shops.
Customer loyalty and challenges for new businesses
He 85% of buyers He affirmed that Buy again at the same place If your experience was positive. This shows that trust and familiarity They are key factors to loyalty customers.
However, alone 15% of consumers He is willing to give a new online store a chance, which represents a challenge for new digital ventures.
Preferred payment forms in the Guatemalan Ecommerce
The most used payment methods by consumers are:
- Debit card: 59%
- Cash against delivery: 52%
- Credit card: 42%
- Bank transfer or deposit: 42%
- Ewallet (electronic wallets and cryptocurrencies): 15%
This year, the use of cryptoactive It is positioned as a New payment trend In the country.
The main challenges of electronic commerce in Guatemala
- Omnichannel: Brands must guarantee a fluid experience in all its channelsallowing the customer to start, consult and complete the purchase without friction, either online or in physical store.
- Customer confidence: Have Seguros websitesexplain Clearly return policies and offer Real delivery deadlines They are key aspects to generate credibility.
- Consumer: Companies must place the customer in the center of your strategy Growth and talk to you clearly.
- Use of artificial intelligence: He 60% of companies I already use AI tools, especially for Create contentbut it is also suggested to implement them to Predictive analysis Let it customize the offer.
- Understand the buyer’s route: With a 71% of respondents signed to streaming services monthlyIt is crucial to understand which platforms impact the consumer before purchase to optimize investments in digital advertising.
Guatemala advances towards the digitalization of trade
The growth of Electronic commerce in Guatemala It represents a real opportunity for companies that wish to adapt to the new market demands.
Bet on the Digital transformationimproving the user experience, investing in confidence and taking advantage of technological tools will be essential to compete and prosper in this new environment.
In conclusion, this new buyer profile has raised the level of demand. It is no longer enough to have a presence on the Internet; now, omnichannel is key. Companies must invest in platforms that are connected to each other, in trained personnel who understand the customer route, and in systems that allow to update inventories and prices in real time. The coherence between the digital and the physical is what defines today a good purchase experience.