Chile Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in chile, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
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eCommerce
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As of mid-2025, Chilean eCommerce had reached levels of the digital boom experienced in Chile during the pandemic. According to the Santiago Chamber of Commerce (CCS), online sales of goods totaled $2.6 million between January and April 2025, matching record levels for all of 2021. This rebound represents an average growth of 10 percent over 12 months, consolidating eCommerce as a key pillar of national consumption.

In 2024, eCommerce in Chile grew eight percent, generating $11.5 billion, a growth rate higher than physical commerce, which grew only four percent. The projection for the year 2025 is that eCommerce will grow between 10 and 15 percent.

According to CCS, Chile has the highest per capita eCommerce consumption in Latin America, and despite its relatively small population compared to other Latin American countries, it is the fifth largest market. In 2024, the percentage of consumers making online purchases in Chile reached 66 percent.

According to Payments and Commerce Market Intelligence (PCMI), eCommerce sales through mobile devices represent 59 percent. PCMI also reports that 54 percent of online shoppers are women and the largest demographic using eCommerce is 26 to 40-year-olds with 34 percent.

According to Statista, 39 percent of buyers have a high household income, followed by low income (31%) and middle income (30%). The best-selling categories for online purchases in Chile are clothing (49%), shoes (39%), food and beverages (33%), cosmetics and body care (31%), drugstore & health products (28%), consumer electronics (26%), and pet products (24%). 

Legal & Regulatory 

There are three major laws that govern Chile’s e-commerce spaces. Online retailers, as well as physical retailers, must comply with Law 19,496 on Protection of Consumer Rights. This law regulates the relations between suppliers and consumers, establishes infractions, and indicates the applicable procedures in these matters. Retailers also must comply with Law No. 19,628 on the Protection of Personal Data (LPPD), which regulates the treatment of personal data by financial institutions and public and private organizations. Under the Law, any entity that collects personal data is required to report breaches. After being amended in 2024, LPPD now authorizes a new Personal Data Protection Agency (PDPA) to be made for stronger regulatory enforcement and mandates companies to have an internal data controller who is responsible for privacy compliance. Lastly, Law 19,799 on Electronic Documents recognizes the legality of electronic contracts and digital signatures.

On June 1, 2020, Chile enacted a 19 percent Value Added Tax (VAT) on digital services provided by foreign suppliers, which are required to register with the tax authority, the Chilean Internal Revenue Service (IRS). 4 groups of suppliers are required to pay VAT on digital services; (1) intermediaries of services rendered in Chile, (2) those who supply digital entertainment content, (3) those who supply software, and (4) those who create digital advertising.

Chile also is also party to trade agreements with digital trade chapters. The Comprehensive and Progressive Agreement for Trans-Pacific Partnership (CPTPP) contains provisions that protect the cross-border flow of data, prohibit data localization requirements, and encourage non-discriminatory treatment of digital products. Chile also signed a Digital Economy Partnership Agreement (DEPA) with New Zealand and Singapore in 2021 that creates a common framework for data protection, establishes common rules on digital trade and removes digital barriers for business.

On March 24, 2022, the Ministry of Economy, Development, and Tourism’s Electronic Commerce Regulation went into effect. The regulation aims to strengthen the transparency and quality of the information delivered to consumers on eCommerce platforms by mandating easy access to product characteristics, essential benefits, price of products and services that are offered, and other relevant information to encourage informed decision-making and strengthen the right of consumer free choice.

There are active consumer protection oversight bodies within the Ministry of Economy, Development, and Tourism. The National Economic Prosecutor’s Office (FNE) is responsible free and fair market competition by monitoring for anti-competitive market practices. With regard to eCommerce, FNE investigates market concentration among large platforms. Second, the National Consumer Service (SERNAC) is responsible for soliciting consumer complaints and mediating conflicts between businesses and consumers. SERNAC also provides consumers with educational resources about their rights while making digital transactions.

The Santiago Chamber of Commerce has a Code for Good Practices for Electronic Commerce. This code serves as a guide to ethical behavior for eCommerce providers and operators for the benefit of consumers and users. The Santiago Chamber of Commerce also works with the eCommerce Institute to organize eCommerce Day every April. This event offers workshops, seminars, and networking spaces for sellers to exchange ideas, share experiences, and best practices.

Consumer Behavior 

According to a study done by Statista, the preferred channels for online shopping during 2024 were large retail stores (64%), marketplaces (38%), supermarkets (36%), international stores (33%), and specialty stores (32%).

The top eCommerce platforms for cross-border purchases in the first quarter of 2024 were: AliExpress (31%), Shein (21%), Amazon (13%), and Temu (7%), which arrived in Chile in September 2023. According to PCMI, cross-borders purchases will experience a growth of 17 percent in 2025.

From January to September 2024, 82.8 percent of digital transactions were made on domestic websites and 17.2 percent on international sites, according to Statista. According to the same study, in 2024 the top five shopping apps (by number of downloads) were Temu (6.6 million), Mercado Libre (4.1 million), Shein Shopping Online (2.8 million), Falabella Compra Online (2 million), and AliExpress Shopping app (1.9 million). Regarding food delivery apps, the top five are Cheaf Salva Comida y Ahorra (1.3 million), PedidosYa Delivery Online (851,940), Uber Eats Food Delivery (814,440), Jumbo App Tu Compra Online (661,340), and Santa Isabel Te Conviene (523,910). 

PCMI reports that in 2024, approximately 58 percent of online purchases in Chile were paid by international credit cards, 20 percent by debit cards, 9 percent by direct account-to-account transfers, 7 percent, and 2 percent by national credit cards. At the same time, in 2024, Chilean customers mainly used mobile devices (59%) to connect, search, and buy, followed by desktops and laptops (41%).

Digital Marketing & Social Media

Digital marketing campaigns in Chile are done via e-mail marketing, social networking sites, search engine optimization (SEO), and banner advertising on search engines. Artificial intelligence and automated learning, interactive content, video marketing, social media advertising, chatbots and virtual assistants have trended in 2025. The use of artificial intelligence in marketing has grown especially rapidly in the past few years, with one in every three big Chilean companies using AI to more effectively reach their client base, as noted by Entel.

CyberDay and CyberMonday are massive online shopping events, promoted by the eCommerce Committee of the Santiago Chamber of Commerce (CCS), which are increasingly gaining strength in the country, consolidating themselves as a fundamental instrument for the development of ecommerce in Chile.

CyberMonday, a three-day long event that starts on a Monday, has occurred in varying months. In 2023, it was held May 29-31, and generated $540 million, exceeding the expected amount of $400 million. CyberDay held in June 2024 generated $512 million, which, adjusting for the exchange rate and inflation, represents a 9 percent increase from 2023, according to the Santiago Chamber of Commerce. The Chamber also notes that CyberDay held in June 2025 generated $520 million, a nearly five percent increase from 2024 when adjusting for the exchange rate and inflation.

The eCommerce Innovation Summit is organized by the eCommerce Committee of the Santiago Chamber of Commerce and brings together new technologies, innovations, and trends in ecommerce.

For more information, please contact the U.S. Commercial Service Chile, and Commercial Specialist, Macarena Marin.

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Global Business Navigator Chatbot Beta

Welcome to the Global Business Navigator, an artificial intelligence (AI) Chatbot from the International Trade Administration (ITA). This tool, currently in beta version testing, is designed to provide general information on the exporting process and the resources available to assist new and experienced U.S. exporters. The Chatbot, developed using Microsoft’s Azure AI services, is trained on ITA’s export-related content and aims to quickly get users the information they need. The Chatbot is intended to make the benefits of exporting more accessible by understanding non-expert language, idiomatic expressions, and foreign languages.

Limitations

As a beta product, the Chatbot is currently being tested and its responses may occasionally produce inaccurate or incomplete information. The Chatbot is trained to decline out of scope or inappropriate requests. The Chatbot’s knowledge is limited to the public information on the Export Solutions web pages of Trade.gov, which covers a wide range of topics on exporting. While it cannot provide responses specific to a company’s product or a specific foreign market, its reference pages will guide you to other relevant government resources and market research. Always double-check the Chatbot’s responses using the provided references or by visiting the Export Solutions web pages on Trade.gov. Do not use its responses as legal or professional advice. Inaccurate advice from the Chatbot would not be a defense to violating any export rules or regulations.

Privacy

The Chatbot does not collect information about users and does not use the contents of users’ chat history to learn new information. All feedback is anonymous. Please do not enter personally identifiable information (PII), sensitive, or proprietary information into the Chatbot. Your conversations will not be connected to other interactions or accounts with ITA. Conversations with the Chatbot may be reviewed to help ITA improve the tool and address harmful, illegal, or otherwise inappropriate questions.

Translation

The Chatbot supports a wide range of languages. Because the Chatbot is trained in English and responses are translated, you should verify the translation. For example, the Chatbot may have difficulty with acronyms, abbreviations, and nuances in a language other than English.

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