Guatemala Country Commercial Guide
Learn about the market conditions, opportunities, regulations, and business conditions in guatemala, prepared by at U.S. Embassies worldwide by Commerce Department, State Department and other U.S. agencies’ professionals
eCommerce
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In 2022, international online sales grew by 73%, and local online sales grew 135%. Guatemala is using e-commerce not only within the private sector, but also within some government institutions which have launched web pages offering interactive services.

Culturally, Guatemalans prefer face-to-face engagements, but new generations are embracing technology and moving away from the traditional retail model.  Business people, associations, and the government acknowledges that e-commerce is a very important tool for doing business. The latest data provided by Statista estimates that as of 2025, eCommerce revenue in Guatemala is projected to be USD 2.18B. Analyst predict this market will continue to grow, reaching an estimated USD 3.44B by 2030.

Domestic e-commerce (B2C)

Guatemalan consumers increasingly purchase products from the United States, supported by the ease of doing business and the presence of well-established courier and delivery companies. Other notable countries of origin for e-commerce imports include the European Union and Mexico. The most popular overseas products include electronics, clothing, auto parts, household items, gifts, decorations, books, and online courses.

Despite growth in e-commerce, several challenges remain. U.S. vendors often require credit cards with a U.S. billing address, complicating direct purchases. All packages from the U.S. are opened and verified by Guatemalan Customs, with import duties sometimes subject to discretionary rulings. In addition, consumer trust in online platforms remains limited due to concerns over system reliability, privacy protections, and transaction security.

To address these obstacles, some courier companies facilitate transactions by offering to pay for customer purchases with their corporate credit cards, charging a fee of 1–3% of the total value. Larger companies often manage e-commerce operations through in-house IT teams, while others outsource to local firms specializing in website development, transaction systems, and best practices in digital commerce.

Business-to-business (B2B) e-commerce is also expanding. Product supply and procurement exchanges allow companies to purchase supplies, request proposals, and submit bids through niche industry platforms. These B2B sites play a growing role in facilitating procurement and trade in Guatemala.

Legal & Regulatory

Guatemala’s ecommerce regulatory framework remains fragmented, with no dedicated personal data or consumer privacy law in force. However, the Law for the Protection of Consumers and Users include provisions applicable to online commerce. Local guidance requires sellers to provide clear contact channels, accurate product information, and compliance with rules on unfair practices and advertising.

Consumer Behavior

eCommerce in Guatemala’s urban areas is growing, driven by post-pandemic digital adoption, a young tech-savvy population, and the convenience of online platforms. Despite this growth, the market faces challenges related to digital trust, payment flexibility, and infrastructure.

Consumers typically discover products through platforms such as Facebook Marketplace, Instagram, and WhatsApp. Preferred payment methods include credit/debit cards, bank transfers, and cash-on-delivery—still popular due to trust concerns. To succeed, sellers must offer multiple payment options, transparent shipping costs, and fast delivery. High return friction deters purchases, while local pickup points and reliable delivery windows significantly improve conversion.

Mobile connections  

The mobile connections market in Guatemala is characterized by a high mobile connection driven by rising smartphone adoption, broader 4G coverage and the gradual rollout of 5G in urban areas. The market remains highly prepaid, with users seeking affordable data packages, while mobile internet is increasingly essential for digital payments, e-commerce, and social media engagement. This growth reflects both improved networks infrastructure and strong demand for accesible, reliable connectibvity across the country.

Internet users

There were 11.3 million internet users in Guatemala as of January 2025.  Internet penetration in Guatemala stood at 60% in January 2025. Projections and detailed forecast for the coming years are not available.

Social media users

There were 10.4 million social media users in Guatemala as of January 2025, representing 56.1% of the total population.

Online platforms

Online platforms in Guatemala are projcted to grow steadily as more users turn to digital channels for shopping, entertainment, and financial services. Social media remains the main entry point for online activity, while e-commerce platforms and digital marketplaces gain traction thanks to mobile paymentss and imprived logistics. Facebook is the most used social media tool for promotion and sales, holding 10.48 million users in Guatemala in 2025. Tik Tok is the second strongest platform, with 10 million users in 2025. WhatsApp remains the dominant messaging platform in 2025, used by the vast majority of internet and mobile users across all age groups. Many SME’s rely on this platform for customer service, marketing, and direct sales; this makes WhatsApp not only a social tool but also a crucial driver for digital commerce and connectivity in the country.

Online Payment

In 2025, digital payments in Guatemala are growing rapidly, with the market’s total transaction value projected at around USD 10-12B (Statista). Mobile POS payments are leading this growth, with an estimated USD 6.34B in transaction value for 2025 (Staista). Credit and debit cards dominate e-commerce payments, covering about 68% and 16% of payment volume repectively; bank transfers 11% and digital wallets 3%. Despite the growth in online options, cash on delivery remains popular due to trust and infrastructure issues. Remittances are also a mjor piede of the pictre, both in terms of value and relevance to consumers, and innovative channles, like blockchain are appearing.  

Government Initiative

The Government of Guatemala has made reforms to support e-commerce and streamline digital trade. Among the most notable is Decree 31-2024 which establishes new simplified tax regimes for the agricultural sector and integrates these sectors into the national online tax (IVA) regime. The Guatemalan Customs Agency (SAT) has also introduced tools to ease complienace for online businesses. Meanwhile, trade facilitation is being advanced under the National Trde Facilitation Plan 2024-2028, which includes digitalizing and centralizing foreign trade procedures via a single electronic portal, implementing smart customs and advance declarations.

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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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