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

Key Trends and Drivers

Digital payments deepen and shift online transactions away from cash

• Colombia continues to move from cash and bank transfers toward digital wallets and instant-payment systems. Platforms such as Nequi, Daviplata, and Bancolombia’s PSE integration are increasingly embedded in major e-commerce marketplaces, including Mercado Libre, Éxito, and Falabella. Recent updates from Nequi and Daviplata (2024) show rising monthly active users, and these services are now frequently used for online checkout, bill payments, and subscription purchases.
• Regulatory encouragement for digital financial inclusion by the Superintendencia Financiera and MinTIC. Retailers’ need to reduce payment friction and avoid high card-processing costs. A wider ecosystem push from ride-hailing (Rappi, Didi) to public-services billing normalising wallet usage and predictable digital payment flows.
• Wallets and bank-transfer rails will command a larger share of e-commerce checkouts, with card-heavy transactions reducing at the margin. Cross-border purchases will also shift, as wallets integrate with international payment gateways, reducing drop-offs and expanding conversion for global merchants.

Marketplaces consolidate consumer demand across retail categories

• Large marketplaces Mercado Libre, Éxito, Falabella, Rappi are broadening assortments and reshaping shopper journeys by integrating electronics, fashion, personal care, digital goods, and supermarket orders. Rappi is aggressively developing its Rappi Turbo and retail marketplace model, pulling traditional supermarket sales online.
• High logistics costs and last-mile fragmentation encourage retailers to rely on marketplaces with existing delivery infrastructure. Consumers increasingly prefer single-platform shopping due to faster delivery, bundled fees, loyalty points, and customer service consolidation.
• Marketplace dominance is likely to strengthen, reducing visibility for smaller standalone e-commerce sites unless they specialise or partner with fulfillment networks. The market will shift even more toward multi-category platforms offering same-day delivery, loyalty integration, and embedded fintech products.

Social commerce gains traction as platforms formalise seller tools

• Colombia is experiencing a steady rise in Instagram Shops, Facebook Marketplace, and TikTok Commerce, where creators and small sellers use live video and short-form content to drive sales. Meta and TikTok have expanded shop-listing formats in Colombia, giving brands the ability to integrate catalogues, run targeted ads, and link embedded checkout.
• High smartphone penetration and strong social-media engagement rates in Colombia. Small businesses use social platforms due to lower entry costs compared to building stand-alone websites. Influencer and creator ecosystems, particularly in fashion, beauty, and electronics, have accelerated adoption.
• Social commerce will increasingly overlap with mainstream retail, with more brands running live-shopping events and using creator partnerships as an acquisition channel. Platforms may introduce more formal payment and logistics solutions, strengthening trust and improving conversion.

Logistics networks expand as delivery players integrate technology and last-mile partnerships

• Colombia’s e-commerce logistics ecosystem is evolving rapidly, led by Envía, Coordinadora, Servientrega, and marketplace-led networks such as Mercado Envíos and Rappi delivery infrastructure. Retailers are adding micro-fulfillment centers and upgrading routing technology to reduce delivery times and improve delivery reliability.
• The growth of same-day and next-day delivery expectations from marketplace users. Retailers’ need to control fulfillment quality and lower last-mile variability historically a challenge due to Colombia’s geography and urban congestion. Increased investment by courier companies in automation, tracking, and reverse logistics.
• Faster and more predictable delivery windows, enabling higher volumes in categories like grocery, beauty, and small electronics. Reverse-logistics improvements will support higher online apparel penetration, as shoppers gain confidence in returns processing. More retailers will adopt hybrid fulfillment models combining in-store pickup, marketplace shipping, and courier networks.

Competitive Landscape

Current State of the Market

• Colombia’s e-commerce market is shaped by strong marketplace-driven competition, where consumers increasingly consolidate purchases on platforms offering wide assortments, integrated payments, and fast delivery options. The sector has evolved beyond electronics and fashion into grocery, home goods, and services, supported by continued investment in logistics and digital payments.
• Retailers are strengthening omnichannel operations as physical stores regain footfall, and e-commerce complements in-store fulfillment through click-and-collect, ship-from-store, and hybrid delivery networks. At the same time, cross-border purchasing remains active as consumers seek lower pricing and global variety, pushing local retailers to improve service quality and delivery reliability to defend share.

Key Players and New Entrants

• Competitive intensity is driven by a mix of regional and domestic platforms. Mercado Libre retains a strong position, supported by Mercado Envíos and embedded fintech services that enhance checkout conversion and seller performance. Grupo Éxito continues to expand its omnichannel presence by linking its store network with its digital marketplace, especially in grocery and household categories.
• Falabella and Sodimac strengthen their market relevance through unified digital platforms and ongoing improvements in fulfillment. Rappi remains a major multi-vertical competitor, extending beyond food delivery into retail commerce, electronics, and supermarket partnerships. Newer competitive pressure comes from cross-border players such as Shein, AliExpress, and Amazon, which continue to expand assortment and promotional activity targeting young urban consumers.

Recent Launches, Mergers, and Acquisitions

• Recent activity has centred on operational expansion rather than large-scale acquisitions. Mercado Libre has increased distribution capacity with new logistics nodes and upgraded last-mile infrastructure. Rappi has advanced its retail marketplace capabilities and accelerated its Rappi Turbo model in major cities through closer collaboration with supermarkets and electronics retailers.
• Grupo Éxito, following ownership restructuring at parent-company level, has intensified digital integration across banners and invested in automated fulfillment. Additionally, digital-wallet players such as Nequi and Daviplata have released new financial products that support e-commerce payments, reinforcing ecosystem competition across checkout, loyalty, and user retention.

Report Scope

Colombia B2C Ecommerce Market Size and Growth Dynamics

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

Colombia Social Commerce Market Size and Growth Dynamics

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

Colombia Quick Commerce Market Size and Growth Dynamics

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

Colombia B2C Ecommerce Market Segmentation by Ecommerce Vertical

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

Colombia 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

Colombia B2C Ecommerce Market Segmentation by Retail Shopping Sales Channel

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

Colombia B2C Ecommerce Market Segmentation by Travel & Hospitality Category

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

Colombia 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

Colombia B2C Ecommerce Market Segmentation by Online Food Service Sales Channel

• Aggregator App
• Direct-to-Consumer

Colombia B2C Ecommerce Market Segmentation by Media & Entertainment Sales Channel

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

Colombia B2C Ecommerce Market Segmentation by Engagement Model

• Website-Based
• Live Streaming

Colombia B2C Ecommerce Market Segmentation by Location

• Cross-Border
• Domestic

Colombia B2C Ecommerce Market Segmentation by Device

• Mobile
• Desktop

Colombia B2C Ecommerce Market Segmentation by Operating System

• iOS / macOS
• Android
• Other Operating Systems

Colombia B2C Ecommerce Market Segmentation by City Tier

• Tier 1
• Tier 2
• Tier 3

Colombia B2C Ecommerce Market Segmentation by Payment Instrument

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

Colombia B2C Ecommerce Consumer Demographics & Behaviour

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

Colombia 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

Colombia B2C Ecommerce Operational Metrics by Ecommerce Segment

• Gross Merchandise Value by Segment

Colombia B2C Ecommerce Operational Metrics by Retail Shopping Category

• Gross Merchandise Value by Category

Colombia B2C Ecommerce Operational Metrics by Sales Channel

• Gross Merchandise Value by Channel

Colombia B2C Ecommerce Operational Metrics by Location

• Gross Merchandise Value by Location

Colombia B2C Ecommerce Operational Metrics by Device

• Gross Merchandise Value by Device

Colombia B2C Ecommerce Operational Metrics by Operating System

• Gross Merchandise Value by Operating System

Colombia B2C Ecommerce Operational Metrics by City Tier

• Gross Merchandise Value by City Tier

Colombia 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 Colombia 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.