Ecuador Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in ecuador, 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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Since the COVID-19 pandemic, eCommerce in Ecuador has experienced exponential growth. In 2024, according to Ecuador’s Electronic Chamber of Commerce (CECE), eCommerce sales totaled approximately $5.5 billion with the greatest growth and participation from the retail sector. With $2.8 billion in sales, domestic portals surpassed international ones in 2024. According to CECE’s 2024 eCommerce report, 94 percent of the population has purchased something online, up six percent from the previous year. While banking transactions are most frequent, product and service purchases closely follow. Shoppers prefer to buy on a brand’s website, though they use apps, marketplaces, social networks, and WhatsApp as well. The Central Bank of Ecuador (BCE) in 2024 reported 87.5 percent of Ecuadorians between the ages of 16 to 69 have an account with a financial institution.  

DataReportal reports that as of January 2025, there are 15.2 million internet users in Ecuador, representing an internet penetration rate of 83.7 percent of the total population. Ecuador has 18 million mobile connections. There were 13.5 million social media users in Ecuador at the start of 2025, equivalent to 74 percent of the total population. As of 2025, Tik Tok is the most popular social media platform in Ecuador with 13.5 million users, while Facebook follows with 12.6 million users, YouTube with 12 million users, and Instagram with 6.45 million users. 

In September 2020, Ecuador implemented a value-added tax (IVA) of 12 percent, which increased to 15 percent in 2024. Ecuador imposes the IVA on OTT (over the top) platform services including Uber, Airbnb, and Netflix on credit or debit cards issued in the country.

CECE notes that the leading eCommerce categories are groceries, pharmaceuticals and OTC (over the counter) products, and restaurants and curbside delivery.   

The following service providers are available in Ecuador:  

  • Payment gateways: Place to Pay, Payphone, Paypal, Kushki, Payclub, Nuvei, bank transfers, or cash on delivery (COD).
  • Last Milers:  Uber, Rappi, Pedidos Ya, Delivereo, Super Easy, among others.  

The CECE is a non-profit organization that seeks to develop the eCommerce ecosystem locally. Since 2010, CECE gathered important retailers from the private sector to join a regional initiative and launched the first eCommerce Day, an annual event ever since.  This event is a showcase of regional industry trends and shares best practices among attendees. Check CECE for the latest eCommerce studies and other information.  

Visit Ecuador’s Business Service Providers directory to find a local advisor.