A Consolidated and Rapidly Expanding Channel
Digital commerce in Chile has not only arrived to stay, but it has also become a consolidated sales force that continues to expand year after year. This is confirmed by the latest NielsenIQ study on eCommerce in Chile, which shows a 12.3% increase in revenue compared to 2023. This figure reflects the dynamism of all digital sales channels, including supermarkets, durable goods, marketplaces, and other mass consumption sectors.
One of the most significant findings of the study is that total product sales through e-commerce already account for 14.7% of overall sales in the country—a figure that underscores the growing importance of this channel in the national economy.
Cyber Events: The Engine of Digital Evolution
According to Maximiliano Narducci, Retail Vertical Leader at NielsenIQ, “This is undoubtedly a significant number that continues to develop. It represents an increase of 1.3 percentage points compared to 2023 and is driven every year by peak sales during Cyber events.”
Events like CyberDay and CyberMonday have become major drivers of digital consumption. They attract thousands of new shoppers with enticing discounts, broad product availability, a diverse assortment, and the convenience of home delivery. These factors are encouraging more consumers to adopt the digital channel as their primary shopping choice.
New Users and Evolving Digital Consumer Profiles
The study also highlights that the growth of eCommerce in Chile has been driven primarily by middle (C2) and upper (ABC1) socioeconomic groups, with the latter accounting for 54% of total online purchases.
In terms of age demographics, Millennials (ages 30 to 42) are the primary users of this channel, accounting for 87% of total digital buyers. This generation, either digitally native or highly adaptable, values convenience, speed, and personalized experiences, all of which have contributed to their loyalty to eCommerce.
Chileans’ Favorite Online Purchases
Among the most frequently purchased product categories online in Chile are clothing (16%), supermarket groceries (11%), and food delivery (10%). Other popular categories include technology, travel tickets, and footwear, each with approximately 9% participation.
The durable goods channel (Durables 1P) has demonstrated strong performance in mobile phone sales, with a 16% growth. Monitors and hair dryers followed, with growth rates of 41% and 33%, respectively. These figures indicate that consumers are not only purchasing everyday products but also high-value technological and home-use items online.
Marketplaces: Leading Platforms for Durable Goods
Marketplaces also demonstrate noteworthy trends. While mobile phones remain the top-selling item, there has been significant growth in less traditional categories such as electric blankets (+371%) and mattresses (+87%).
This suggests that marketplaces are expanding their offerings to meet new consumer demands and that buyers are increasingly confident purchasing bulky or long-term-use items online—items that were previously limited to in-store purchases.
Online Supermarkets: Growth in Grocery and Perishable Purchases
Another channel gaining prominence within eCommerce in Chile is the online supermarket segment. According to the study, grocery purchases increased by 26%, while perishable goods rose by 29%. These types of products, which traditionally faced logistical barriers to digital sales, are now breaking that mold thanks to improved distribution networks, refrigeration systems, and faster deliveries.
Additionally, the personal care segment is also showing strong growth, primarily driven by digital pharmacy sales. This demonstrates that eCommerce in Chile is evolving into a comprehensive retail experience, where consumers can find everything from basic household items to specialized goods.
Durable Goods: 50% of Sales Are Now Online
One of the study’s most striking findings is that 50% of durable goods purchases in Chile are now made through eCommerce. This milestone marks a turning point in the digital transformation of the Chilean retail sector and positions the country as a regional leader in adopting digital platforms for high-value purchases.
Narducci noted: “We’ve moved beyond an eCommerce market centered solely on TVs, cell phones, and electronics. Now, we’re looking at a much more comprehensive online market, one in which all channels are participating. We’re also beginning to see increased purchases of food and perishable goods, with Chile emerging as a leader.”
Regional Comparison: Chile Leads in Mass Consumption eCommerce
Across Latin America, the average eCommerce penetration in the supermarket channel is 4.3%. However, countries such as Colombia (6.9%), Chile (6.7%), and Peru (5.2%) significantly exceed this average.
In Q1 2025, Chile reached a 7.2% participation rate in mass consumption eCommerce, leading the regional rankings. This not only reflects the maturity of the eCommerce channel in the country but also the growing trust of Chilean consumers in using digital platforms for everyday purchases.
Infrastructure and Logistics: Keys to Success
The success of eCommerce in Chile would not be possible without a highly efficient logistics infrastructure. Rising demand has pushed companies to invest in modern distribution centers, order-tracking technologies, same-day delivery options, and last-mile solutions.
Both local and international businesses have implemented innovations such as smart lockers, in-store pickup (also known as click-and-collect), and electric delivery fleets. These initiatives enhance customer satisfaction while also contributing to the sustainability of the supply chain.
The Future of eCommerce in Chile: What’s Next?
All signs point to an even more promising future for eCommerce in Chile. We expect to see greater use of artificial intelligence, augmented reality for virtual product testing, and increased personalization based on big data analytics.
In addition, more secure and faster digital payment options, combined with regulations that protect both consumers and merchants, will support the continued upward trajectory of the digital marketplace.
Conclusion: A Structural Transformation of Commerce
eCommerce in Chile has evolved from being an alternative shopping method to becoming a foundational pillar of the country’s retail ecosystem. Its consolidation across sectors such as supermarkets, pharmacies, technology, and fashion, combined with its leadership in regional mass consumption eCommerce, proves that Chile is at the forefront of digital transformation in Latin America.
With increasingly demanding and tech-savvy consumers, eCommerce in Chile is poised to keep growing, diversifying, and solidifying its role as one of the most important sales channels of the near Future.