Chile B2C Ecommerce Market Size & Forecast by Value and Volume Across 80+ KPIs - Databook Q4 2025 Update

Key Trends and Drivers

E-commerce consolidates as a structural pillar of Chilean retail

• Online sales have moved from a pandemic spike to a more stable, structural share of retail.
• The Cámara de Comercio de Santiago (CCS) reports that online sales in 2024 reached around CLP 8.2 trillion (≈US$8.7 billion), and projects that e-commerce will exceed CLP 9 trillion in 2025, roughly 10% year-on-year growth, confirming that the channel is now entrenched in consumption patterns.
• CCS data for early 2025 shows that January-April online goods sales matched or exceeded pandemic-era record levels, with approximately 10% year-over-year growth. High internet and banking penetration, with CCS and other local sources indicating that two-thirds of Chileans shopped online in 2024 and that financial inclusion exceeds 80%, underpin a broad base of digital buyers.
• After the pandemic, there was a temporary correction: the Cámara Nacional de Comercio (CNC) reports that online retail sales fell 2.5% in Q4 2024 but still closed the year with positive 1.4% growth, suggesting a normalization rather than a collapse. Structural investment by large retailers (Falabella, Cencosud, Ripley, Walmart/Lider, Paris) in digital channels, logistics, and customer experience is locking in e-commerce as a core route to market.
• Growth is likely to remain in the mid-single to low double-digit range rather than returning to pandemic-level surges, but from a higher base. The channel will become less “optional” and more of a baseline expectation for consumers; retailers that under-invest risk losing share even if physical networks remain important.
• The policy and regulatory environment (e.g., CCS codes of good practice, SERNAC enforcement) will continue to formalize standards around delivery, returns and transparency, reinforcing e-commerce as a mainstream, regulated part of retail rather than a niche.

Omnichannel retailers scale marketplace and last-mile capabilities

• Leading retail groups are shifting from simple online stores to full omnichannel platforms with marketplace models and tighter logistics. Falabella reports double-digit online GMV growth in 2025: GMV from its online channel grew 17% in Q1 2025, with 74% of that growth coming from third-party sellers, and around 60% of orders delivered in less than 48 hours.
• Subsequent results show Falabella’s online channel growing 19% in Q2 2025, reinforcing marketplace and logistics as central levers of the group’s recovery. Cencosud is similarly highlighting efficiency and integration gains in its 2025 investor material, with company presentations emphasising process integration and transformation, while quarterly results show revenue growth driven by operations in Chile and across the region.
• Consumers expect integrated journeys: buying online, picking up in store, easy returns to physical stores, and consistent pricing across channels.
• Marketplace models allow retailers like Falabella.com and Paris.cl to expand their assortments without tying up inventory and to monetise traffic through seller fees and financial services. Competitive pressure from regional platforms (Mercado Libre, Amazon cross-border) and local pure players (e.g., Linio historically) pushes incumbents to broaden choice and improve service levels.
• Marketplace share of GMV at major retailers is likely to rise further, increasing the dependence of SMEs and brands on these platforms for reach. Logistics performance metrics (delivery within 24-48 hours, same-day in main metros, click-and-collect density) will become key differentiators; players that cannot sustain these standards may be forced into niche positioning or consolidation.
• Omnichannel retailers will increasingly behave like platforms rather than traditional store chains, monetising advertising, financial services, and seller tools based on their e-commerce traffic.

Digital wallets and bank transfers reshape online checkout

• The payment mix in Chilean e-commerce is shifting from card-only models towards wallets and instant bank transfers, riding on established rails like Webpay. Payments specialists describe a rapid expansion of wallets such as Mercado Pago, Fpay, MACH, Onepay and Tenpo, noting that wallets already account for a large share of online payments and are riding on top of card and bank-transfer “rails”.
• Regional analyses from payments providers highlight that more than half of online purchases in Latin America already use digital wallets, and Chile follows this pattern, with wallets improving access for smaller merchants and consumers previously underserved by traditional banking channels.
• High banking and internet penetration, combined with dissatisfaction with traditional card experiences (fraud concerns, authentication friction), creates space for wallet interfaces that bundle cards, bank transfers and stored balances. Growing e-commerce volumes and frequent Cyber events (CyberDay, CyberMonday) prompt consumers to store payment credentials in wallets to speed up checkout and take advantage of instalment plans or targeted discounts.
• Wallets are increasingly integrated into large retail ecosystems (e.g., Falabella’s ecosystem around CMR card and app, as well as payments apps from banks and fintechs), simplifying loyalty and credit access. Wallets and bank-based payments are likely to increase their share of e-commerce transactions, reducing reliance on traditional card rails at checkout while leaving cards important in the background.
• Better tokenisation, one-click payments, and integration with retailer apps should lift conversion rates and repeat purchase frequency, particularly in mobile commerce. For merchants, accepting a wide range of domestic digital wallets will become a hygiene factor; those that depend only on traditional card gateways risk higher abandonment and weaker reach into younger and lower-income consumer segments.

Cyber events and SME digitalization concentrate demand and widen participation

• Chile has institutionalised large online sales events such as CyberDay and CyberMonday, organised by CCS, which now involve hundreds of brands and a growing number of foundations and SMEs. CyberDay 2025 involves more than 660 e-commerce sites, with expectations that sales will exceed US$9 billion equivalent over the year and represent around 15% of national retail trade during the event window.
• Media coverage emphasises that agile and more digitalised SMEs are a key driver of projected 2025 e-commerce growth, indicating that smaller businesses are increasingly using online channels and marketplaces to compete with large chains. CCS and the eCommerce Institute have invested in a structured event calendar (eCommerce Day, CyberDay, CyberMonday) and supporting tools, such as CyberApp and online dispute-resolution systems, to standardise the experience and build trust.
• Price comparison and monitoring platforms (e.g., Descuentos Rata, Knasta) help consumers validate discounts and pressure retailers to maintain credible promotions, lowering informational barriers to shopping online. Regulatory oversight from SERNAC, including explicit reminders of consumer rights (right of withdrawal, guarantees, penalties for non-compliance) during Cyber events, reduces perceived risk and encourages broader participation.
• Cyber events will continue to concentrate a significant share of annual online sales into a few weeks, making promotional planning and pricing strategy central to e-commerce performance. Participation by SMEs and foundations is likely to grow, using Cyber events as an acquisition channel and then seeking to retain customers via social media, marketplaces and their own sites.
• At the same time, scrutiny of discount practices and fulfilment during these events will intensify; players that under-deliver on service or transparency may face reputational damage and regulatory action.

Competitive Landscape

Over the next 2-4 years, the Chilean e-commerce competitive landscape is expected to evolve in several ways:

• Incumbents will shift further away from pure retailing toward platform models (marketplaces, diverse seller enrolment) and will invest in logistics, fulfilment, and payment-ecosystem integration. New entrants and cross-border players will continue to apply pressure by offering broader assortments, pricing agility, and digital-native experiences; local players will need to respond with speed and service.
• The regulatory and competitive environment will tighten: enforcement actions such as large fines for dominance or unfair practices are already on the rise. At the same time, fragmentation may increase: niche platforms, vertical-specialist marketplaces and B2B-oriented commerce will gain share rather than a simple battle for the “largest platform”.
• This means that companies that invest in integrated logistics, strong seller ecosystems, native mobile experience and cross-channel integration will be best placed to capture share of the incremental growth.

Current State of the Market

• The e-commerce market in Chile is characterised by moderate growth and rising competitive intensity. Transactional and platform data indicate that major websites such as MercadoLibre (mercadolibre.cl) and Falabella (falabella.com) are consistently ranked as the top online shopping destinations in Chile.
• Broadly accessible digital infrastructure and payments frameworks underpin this environment, enabling both domestic and regional players to operate at scale. At the same time, regulatory steps are being taken (for example, increased reporting requirements for e-commerce platforms) that raise the bar for transparency and competitive fairness. The result is a market where incumbents are consolidating their positions, while the growth opportunity remains meaningful but no longer explosive.

Key Players and New Entrants

• MercadoLibre maintains a leading position in online traffic and marketplace engagement in Chile. Falabella, a major Chilean retail group with an integrated omnichannel model (stores + online). Paris (part of Cencosud) and Ripley also hold meaningful shares and are increasingly embracing marketplace and digital-first channels.
• New entrants are also making inroads, particularly in cross-border commerce or smaller specialized marketplaces. For example, the cross-border platform nocnoc launched a “mega-store” on the Paris Marketplace, opening broader global seller access in Chile. These entrants increase competitive pressure on both local incumbents and the broader marketplace.

Recent Launches, Mergers, and Acquisitions

• While there have been fewer large headline M&A transactions strictly in Chilean e-commerce recently, the broader M&A climate is becoming more dynamic. According to a 2025 overview of Chile’s M&A market, regulatory modernisation and technology-led transformation are drawing more strategic investment across sectors, including retail and digital services.
• On the e-commerce front, there is evidence of partnerships aimed at broadening marketplace reach (e.g., nocnoc/Paris Marketplace). The competitiveness of platforms like MercadoLibre is also supported by logistics expansions and likely acquisitions or investments in fulfillment capacity (for example, their announced $135 million Chile investment in warehousing). These moves reinforce distribution-based differentiation rather than purely transactional consolidation.

Report Scope

Chile B2C Ecommerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Value per Transaction

Chile Social Commerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Value per Transaction

Chile Quick Commerce Market Size and Growth Dynamics

• Gross Merchandise Value
• Gross Merchandise Volume
• Average Value per Transaction

Chile B2C Ecommerce Market Segmentation by Ecommerce Vertical

• Retail Shopping
• Travel & Hospitality
• Online Food Service
• Media & Entertainment
• Healthcare & Wellness
• Technology Products & Services
• Other

Chile B2C Ecommerce Market Segmentation by Retail Shopping Category

• Clothing, Footwear & Accessories
• Health, Beauty & Personal Care
• Food & Beverage
• Appliances & Electronics
• Home Improvement
• Books, Music & Video
• Toys & Hobby
• Auto Parts & Accessories
• Other

Chile B2C Ecommerce Market Segmentation by Retail Shopping Sales Channel

• Platform-to-Consumer
• Direct-to-Consumer
• Consumer-to-Consumer

Chile B2C Ecommerce Market Segmentation by Travel & Hospitality Category

• Air Travel
• Train & Bus
• Taxi & Ride-Hailing
• Hotels & Resorts
• Other

Chile B2C Ecommerce Market Segmentation by Travel and Hospitality Sales Channel

• Air Travel- Aggregator App
• Air Travel- Direct-to-Consumer
• Train & Bus- Aggregator App
• Train & Bus- Direct-to-Consumer
• Taxi & Ride-Hailing- Aggregator App
• Taxi & Ride-Hailing- Direct-to-Consumer
• Hotels & Resorts- Aggregator App
• Hotels & Resorts- Direct-to-Consumer
• Other- Aggregator App
• Other- Direct-to-Consumer

Chile B2C Ecommerce Market Segmentation by Online Food Service Sales Channel

• Aggregator App
• Direct-to-Consumer

Chile B2C Ecommerce Market Segmentation by Media & Entertainment Sales Channel

• Streaming Services
• Movies & Events
• Theme Parks & Gaming
• Other

Chile B2C Ecommerce Market Segmentation by Engagement Model

• Website-Based
• Live Streaming

Chile B2C Ecommerce Market Segmentation by Location

• Cross-Border
• Domestic

Chile B2C Ecommerce Market Segmentation by Device

• Mobile
• Desktop

Chile B2C Ecommerce Market Segmentation by Operating System

• iOS / macOS
• Android
• Other Operating Systems

Chile B2C Ecommerce Market Segmentation by City Tier

• Tier 1
• Tier 2
• Tier 3

Chile B2C Ecommerce Market Segmentation by Payment Instrument

• Credit Card
• Debit Card
• Bank Transfer
• Prepaid Card
• Digital & Mobile Wallet
• Other Digital Payment
• Cash

Chile B2C Ecommerce Consumer Demographics & Behaviour

• Market Share by Age Group
• Market Share by Income Level
• Market Share by Gender

Chile B2C Ecommerce User Statistics & Ratios

• Internet Users
• Ecommerce Users
• Social Media Users
• Smartphone Penetration
• Banked Population
• Ecommerce Per Capita
• GDP Per Capita
• Ecommerce as % of GDP
• Cart Abandonment Rate
• Product Retun Rate

Chile B2C Ecommerce Operational Metrics by Ecommerce Segment

• Gross Merchandise Value by Segment

Chile B2C Ecommerce Operational Metrics by Retail Shopping Category

• Gross Merchandise Value by Category

Chile B2C Ecommerce Operational Metrics by Sales Channel

• Gross Merchandise Value by Channel

Chile B2C Ecommerce Operational Metrics by Location

• Gross Merchandise Value by Location

Chile B2C Ecommerce Operational Metrics by Device

• Gross Merchandise Value by Device

Chile B2C Ecommerce Operational Metrics by Operating System

• Gross Merchandise Value by Operating System

Chile B2C Ecommerce Operational Metrics by City Tier

• Gross Merchandise Value by City Tier

Chile B2C Ecommerce Operational Metrics by Payment Instrument

• Gross Merchandise Value by Payment Instrument

Reasons to Buy

• Comprehensive Market Intelligence: Develop a complete understanding of the B2C ecommerce landscape in Chile with fundamental ecommerce metrics such as gross merchandise value, gross merchandise volume, and average value per transaction across all major ecommerce segments.
• Granular Segmentation and Cross-Analysis: Analyse the online retail ecosystem through detailed segmentation covering ecommerce segments, retail product categories, travel and hospitality verticals, media and entertainment services, sales channels, devices, operating systems, cities, and payment instruments, enabling deep insight into evolving consumer shopping patterns.
• Operational and Performance Benchmarking: Benchmark marketplaces, direct-to-consumer platforms, aggregators, and category-focused players using KPIs such as GMV share, category-level performance, channel efficiency, device contribution, and payment mode penetration, supporting comparative assessment of platform strengths and competitive positioning.
• Consumer Behavior and Ecosystem Readiness: Understand how demographics, income groups, gender mix, device usage, and payment preferences shape online purchasing decisions, influencing category demand, cart abandonment behavior, product return tendencies, and the shift toward digital-first commerce.
• Data-Driven Forecasts and KPI Tracking: Access a structured dataset of 80+ ecommerce KPIs with historical and forecast values up to 2029, providing clarity on growth drivers, category expansion, sales-channel transitions, and payment-instrument evolution across the B2C ecommerce value chain.
• Decision-Ready Databook Format: Delivered in a standardized, analytics-friendly databook format aligned with financial modeling requirements, enabling ecommerce companies, consumer brands, payment providers, technology firms, and investors to conduct evidence-based market assessment and strategic planning.