El salvador Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in el salvador, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
Select Country Guide
eCommerce
Last published date:

General Overview

The use of eCommerce has significantly increased, and small and medium companies are adapting to the demands of digital development. According to a report by Statista, the eCommerce sector dominates El Salvador’s digital market, accounting for approximately 87% of total digital revenues. Digital media accounts for approximately 9.7% of total revenue, followed by eServices at around 2.4%, and eHealth at just under 1%. Local companies with strong eCommerce strategies include Cupon Club, PagaPoco, Avianca, Cinepolis, Todo Ticket, Pizza Hut, Siman, La Curacao, Editoriales La Ceiba, Super Selectos, and Premium Center.

According to Statista, online shopping in El Salvador is projected to hit USD 1.25 billion by the end of 2025, driven by low prices, variety, and ease of purchase. The sector is growing at nearly 9% annually and is expected to reach USD 1.76 billion by 2029, with most sales occurring on Chinese platforms, such as Alibaba, Shein, and Temu. Electronics and clothing are the top products, supported by rising internet use—now at 76.9% of the population—and 11.1 million mobile lines. The Central Bank of the Reserve reports imports of USD 1.77 billion from China and USD 2.23 billion from the United States.

Legal & Regulatory 

The Electronic Signature law was passed in 2015, facilitating business and commerce through internet-based transactions. According to the legislation, a certified electronic signature is equivalent to an ink signature. In August 2021, law reforms enabled a secure and locked e-signature format. The Ministry of Economy controls and monitors electronic certification providers and the storage of electronic documents and backups. 

On February 10, 2020, the Legislative Assembly approved the Electronic Commerce Law (Ley de Comercio Electronico). The law aims to provide legal certainty for commercial and contractual relationships conducted through digital means between suppliers of goods and services.

In November 2021, the Law to Facilitate Non-Commercial Online Purchases was approved to promote and facilitate the importation of merchandise by Salvadoran individuals. The law provides an exception to import tariffs for purchases up to USD 300, but 13% VAT still applies. Medicines under medical prescription, as well as products specified in the United Nations Convention Against Illicit Traffic in Narcotic Drugs and Psychotropic Substances, do not benefit from this Law. 

In January 2025, El Salvador’s Legislative Assembly removed Bitcoin’s status as legal tender. Accepting payments in Bitcoin is entirely voluntary for companies. Government entities, however, are not permitted to receive or make payments in Bitcoin, including for taxes and fees.

Consumer Behavior

Salvadoran consumers utilize various platforms for their online purchases, including Amazon, eBay, AliExpress, Alibaba, Shein, Temu, and Mercado Libre, among others. Consumers typically pay using debit or credit card payments (Visa, MasterCard, and American Express), local bank accounts, deposits, and transfers. Apple Pay is now available through credit cards issued by BAC Credomatic, Banco Cuscatlán, and Promerica Bank. Paypal is not commonly used.

Although Bitcoin can be used for payments, its usage is relatively minimal. A survey published in October 2024 by the Center for Citizen Studies at Francisco Gavidia University found fewer than 8% of Salvadorans use bitcoin for transactions. Most businesses and citizens continue to prefer the U.S. dollar for operations. 

Within Central America, Panama and Costa Rica have the highest eCommerce penetration rates, but Guatemala and El Salvador had the fastest-growing eCommerce markets in 2021. Salvadoran user penetration in the eCommerce market is above the Central America regional average, but the per capita income is below USD 4,835. El Salvador remains a highly price-sensitive market, with consumers spending the most on necessities, such as food. Electronics is the largest segment for eCommerce revenues in El Salvador, followed by fashion and food. 

Digital Marketing & Social Media

According to the Data Report State of Digital 2025, there are 4.88 million Salvadorans digitally connected, representing a 2.7% increase from 2024. The report states 76.9% of internet users are social media users, comprising 52.5% female and 47.5% male. Digital marketing continues to expand in El Salvador in 2025, driven by increasing internet adoption and social media engagement. With more than 61.4% of the population active on social media and platforms like Facebook (61.4%), Instagram (29.1%), and YouTube (55.4%) reaching millions of users, online channels remain the primary space where people connect with and discover brands. Additionally, more than 90% of Salvadorans prefer WhatsApp for communication.

Local Service Providers

Local market service providers may be able to provide updated information about eCommerce regulations, laws, and insights. Please refer to the Business Service Providers Directory

×

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.

Privacy Program | Information Quality Guidelines | Accessibility