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Exploring E-commerce Dynamics in Guatemala
Latest update: January 2025
This article presents a concise overview of the e-commerce landscape in Guatemala. Drawing upon comprehensive data from our PCMI Latin America Data Library, alongside curated insights from reputable external sources. It aims to equip payments professionals and analysts with a nuanced understanding of this dynamic and evolving market.
The following information is also available in an infographic PDF that you can conveniently download below. You can also check out our other country reports of LatAm by accessing our gallery.
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Current State of E-commerce in Guatemala
The e-commerce market in Guatemala is developing. Although 61% of the population uses the Internet,1 only half of adults (50%) shop online.2 As for businesses, only 54% sell online.3
Despite ongoing challenges, Guatemala’s e-commerce market is expected to see significant growth in the coming years. Data from PCMI indicates that e-commerce volume in Guatemala will increase from US$2.7 billion in 2024 to US$5.3 billion in 2027, reflecting an impressive compound annual growth rate (CAGR) of 26%.
Profiling the Guatemalan Online Buyer
While this overall picture is important, focusing on the consumer behavior delivers a deeper understanding of the market drivers. According to the CCG:4
65% of online shoppers in Guatemala use the internet to pay for services such as phone, gas, and utilities.
One in five Guatemalan online consumers shops through social media, primarily on Facebook, Instagram, WhatsApp, and TikTok.
The Santiago Metropolitan Area accounts for 73% of online sales.
The main motivator for online shopping in Guatemala is “time savings,” according to 59% of buyers.
Guatemala E-Commerce Payment Methods and Devices
According to PCMI’s E-commerce Data Library, the primary payment methods for e-commerce in Guatemala, by share of volume, are:
- Internationally-enabled credit card — 63%
- Bank transfers — 18%
- Debit card — 14%
- Digital wallet — 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 the device:
- In 2024, 80% of Guatemala’s e-commerce volume came from purchases made on mobile devices.
- The remaining 20% came from purchases made on computers.
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Top-Selling Categories in Guatemala and Top Online Stores
This is the ranking of the best-selling products online in Guatemala, based on consumers who purchased these items from stores in the past six months:5
- Software, apps, and streaming platforms — 57%
- Telephony and phone accessories — 51%
- Food and beverages — 51%
- Cosmetics and personal care — 42%
- Cameras and photography accessories — 40%
Regarding the leading online stores, Semrush, a specialized provider of online visibility data, identifies Cemaco as the top e-commerce store in Guatemala, with 4.28 million website visits in November 2024. It is followed by Max (3.04 million), Pacifiko (2.96 million), Guatemala Digital (2.79 million), and Kemik (2.38 million), which closely trail behind.6
Key Insights into the Guatemalan E-commerce Market
Lastly, there are some key insights about e-commerce and payments in Guatemala, according to our data:
PayPal is the most widely used digital wallet in Guatemala.
According to CCG, 54% of online consumers use cash on delivery as a payment method.7
International stores account for 68% of total e-commerce sales.
The cross-border market is projected to grow by 20% in 2025.
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 Guatemala but also 14 other countries in Latin America, featuring e-commerce market data such as:
- Historical volume of Guatemala’s e-commerce market for 2023, 2022 and further back
- Projections of Guatemala’s e-commerce market volume for 2024-2027
- Breakdowns by merchant vertical for e-commerce in Guatemala: retail, travel, ride-hailing, digital goods and services like streaming
- Data on both cross-border and domestic e-commerce purchases in Guatemala for 2024 and projections for 2025 and beyond
- Breakdowns and projections of payment methods used in Guatemala 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:
Sources:
- Data Reportal. (2025). Digital 2025 Guatemala ↩︎
- PCMI E-commerce Data Library ↩︎
- GS1. (December 2024). Barómetro de la Industria del Retail, Sexta Edición ↩︎
- CCG. (2024). 5to. Estudio Nacional de Comercio Electrónico de Guatemala ↩︎
- CCG. (2024). 5to. Estudio Nacional de Comercio Electrónico de Guatemala ↩︎
- Semrush. (2024). Top websites in Guatemala (Retail Industry). Traffic as of November 2024 ↩︎
- CCG. (2024). 5to. Estudio Nacional de Comercio Electrónico de Guatemala ↩︎
