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An emerging e-commerce country

Although cash is "king" in the Guatemalan market, e-commerce experienced a major expansion during the pandemic.

Demographics and market overview

A look at the Guatemalan market

With 1.5 M e-shoppers in a population of 18 M people, Guatemala does not especially stand out in terms of online shopping. However, the pandemic e-commerce “boom” led to 38% of Guatemalans making their first online purchase.

Although card transactions increase when purchasing a product or service online, cash remains the main payment method within the Guatemalan market.

Payment Methods

How do Guatemalans pay?

Distribution of payment methods in Guatemala (cash + credit and debit cards).