Jan
Exploring Colombia’s E-Commerce Market in 2025 and Beyond
Latest update: January 2025
In this article, we offer strategic data about Colombia’s e-commerce market. Most of this information comes from our celebrated PCMI E-Commerce Data Library for Latin America, available here at no charge. We complement this snapshot with insights carefully curated from external resources.
You can also read this piece in the form of an infographic report, available to download below. You can also click here to check out our other country reports of LatAm.
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Current State of E-commerce in Colombia
Colombia ranks as the third most significant country in e-commerce in Latin America, trailing behind Brazil and Mexico. In 2024, the volume of e-commerce in Colombia reached US$52 billion, with an anticipated compound annual growth rate (CAGR) of 16% until 2027, as per PCMI data. By 2027, the e-commerce market in Colombia is projected to reach US$81 billion, according to our PCMI E-Commerce Data Library.
As we analyze the geographical landscape, Colombia’s situation is not that different from that of other Latin American countries: its capital, Bogotá, concentrates almost half of e-commerce sales (46%). Other significant regions for e-commerce in Colombia include Antioquia (22% of sales) and Valle del Cauca (13%).1
Colombia is on a promising path to reach its maximum potential. Our data indicates that 88% of adults already make online purchases. Meanwhile, an impressive 95% already have an account with a financial institution or fintech, according to official government figures.2
Profiling the Colombian Online Buyer
While this overall picture is important, focusing on the consumer behavior delivers a deeper understanding of the market drivers:
Two out of five internet users in Colombia discover brands or products through social media.3
On average, Colombian consumers spend $49 per online purchase.4
PSE is the leading bank transfer method, recording over 370 million transactions in Q1 2024.5
One-third of online shoppers in Colombia are between 25 and 34 years old.6
Colombia E-Commerce Payment Methods and Devices
According to PCMI’s E-commerce Data Library, the leading payment methods for e-commerce in Colombia, by share of sales volume, are:
- Internationally-enabled credit card — 43%
- Bank transfers — 34%
- Debit card — 6%
- Digital wallet — 5%
- Buy Now Pay Later — 4%
- Domestic-only credit card — 3%
- Cash payments — 3%
- Other* — 2%
*Includes gift cards, pay-on-delivery, and other miscellaneous payment methods.
Note: the total may not sum up to 100% due to rounding.
It is also important to track device usage for e-commerce:
- 87% of e-commerce sales volume in 2024 came from mobile devices.
- The remaining 13% came from computers.
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Top-Selling Categories and Leading Online Stores in Colombia
The following is the ranking of the best-selling products online in Colombia, based on their share of sales during Q2 2024:
- Technology — 28%
- Other retail — 15%
- Entertainment — 11%
- Tourism — 8%
- Other services — 7%
As for the top online stores in Colombia, the following ranking lists the most visited platforms (based on traffic in November 2024):
- Mercado Libre — 37 million visits in Nov. 2024
- Falabella — 15 million
- AliExpress — 14 million
- Homecenter — 11 million
- Alkosto — 11 million
Key Insights into the Colombian E-commerce Market
Finally, here are some key insights on payments and e-commerce in Colombia, according to our E-commce Data Library:
Credit and debit cards issued by Bancolombia are the most widely used for online shopping in the country.
Domestic retailers account for 85% of total e-commerce sales in Colombia.
The cross-border market is projected to grow by 18% in 2025.
PSE accounts for 95% of online purchases paid via bank transfers.
Next Step:
The PCMI E-Commerce Data Library
The data provided in this report is part of PCMI’s Latin America E-commerce Data Library. The Library covers not only Colombia but also 14 other countries in Latin America, featuring e-commerce market data such as:
- Historical volume of Colombia’s e-commerce market for 2023, 2022 and further back
- Projections of Colombia’s e-commerce market volume for 2024-2027
- Breakdowns by merchant vertical for e-commerce in Colombia: retail, travel, ride-hailing, digital goods and services like streaming
- Data on both cross-border and domestic e-commerce purchases in Colombia for 2024 and projections for 2025 and beyond
- Breakdowns and projections of payment methods used in Colombia e-commerce (international/domestic credit cards, Buy Now Pay Later, digital wallets and others)
Other key advantages make the PCMI E-commerce Data Library for Latin America a uniquely powerful tool for companies that seek a fuller understanding of e-commerce in the region:
- It’s customizable to client needs: you can obtain additional data you need for your company’s specific business concerns, beyond what the Library offers
- It’s budget-friendly: while detailed reports are available for 15 Latin American countries, you can just buy data on just 1 or save money by purchasing a country bundle
- It includes personalized guidance: every purchase of the Library entitles you to a free 1-hour consultation about the data with one of PCMI’s industry experts
- It offers unlimited sharing: there is no single-user license with the PCMI E-commerce Data Library for Latin America, so you can share it freely with your organization
Keep up to date with our e-commerce, payments and crypto insights:
Source:
- BlackSip. (2022). Reporte de industrial del e-commerce 2022-2023 ↩︎
- Government of Colombia. (2023). Reporte de Inclusión Financiera 2023: avances y retos en Colombia. Financial Superintendence of Colombia ↩︎
- Branch. (April 22, 2024). Estadísticas de la situación digital de Colombia en el 2024 ↩︎
- Colombian Chamber of Electronic Commerce. (2024). Informe trimestral comercio electrónico CCCE 2024-II. Conversion of COP $213,948 ↩︎
- La República. (August 5, 2024). En el primer semestre se realizaron más de 370 millones de transacciones por PSE ↩︎
- Statista. (2023). ↩︎
