67% of Uruguayans Now Shop Online, and the Sector Represents 2% of GDP
Uruguay has quickly emerged as a primary force for digital commerce throughout Latin America. Due to its strong infrastructure and institutional backing, combined with rising digital literacy rates, the country emerges as a hub for internet-enabled business activities. Recent figures from the Uruguayan Chamber of Digital Economy (CEDU) show that 70% of Uruguayans will be engaged in online shopping by the year 2025, demonstrating the nation’s major transformation. E-Commerce sales contributed to 2% of Uruguay’s Gross Domestic Product (GDP) in the year 2024.
The sector achieved UYU 62.835 billion in revenue (US$1.57 billion in nominal terms), which indicates a 38% growth in the local currency and a 32% increase in real terms from the previous year. The 2024 eCommerce Outlook report by Exante ranks Uruguay as one of the top ten countries globally for eCommerce growth. Uruguay leads eCommerce expansion throughout Latin America and makes its mark in the global digital economy.
Digital Consumption: A Behavioral Shift Across Generations
Digital consumption patterns extend beyond younger generations to affect multiple age groups. Factum’s Digital Consumption Trends in Uruguay 2025 report demonstrates a nationwide behavioral transformation. A new study shows that 67% of people have made an online purchase this year, representing the highest percentage ever recorded.
Online shopping platforms report that 30% of digital consumers complete multiple purchases throughout the year. It is especially significant that fewer Uruguayans remain without any online shopping experience, with older adults steadily breaking through technological obstacles.
Online shoppers choose digital marketplaces mainly because of convenience (27%), followed by practicality (21%), and economic advantages (19%). The attraction of digital commerce in Uruguay stems from its modern image as well as its ability to fulfill actual consumer requirements. The shift in consumer mentality explains why Uruguay leads eCommerce adoption among diverse demographics.
Local Versus International Purchasing Behavior
Local eCommerce platforms are the top choice for consumers in Uruguay. The Factum report reveals that national retailers received purchases from 93% of digital buyers in 2025. The trend reveals consumer confidence in domestic eCommerce services alongside robust local logistics systems.
The same period revealed that 57% of consumers engaged in transactions with international vendors, which demonstrates their dual market orientation towards both local and global platforms. Uruguay leads eCommerce regionally by implementing a balanced and diversified strategy that combines excellent domestic performance with global e-commerce receptivity.
Online Transactions and Preferred Payment Methods
The maturing digital payment ecosystem stands as a significant catalyst for the expansion of eCommerce in Uruguay. The number of online transactions in the country exceeded 55 million in 2024. Credit cards accounted for 74% of online purchases, which demonstrates their dominant role in digital payment systems. The new payment alternatives consisting of debit cards and digital wallets like Paganza, Prex, and MiDinero represented 26% of online transactions, which shows their expanding adoption.
The e-commerce sector now represents 7% of Uruguay’s electronic payments, demonstrating its growing presence in both the nation’s financial and retail systems. The increasing comfort level with digital payments stands as a fundamental element of Uruguayan eCommerce initiatives and drives its leadership position in Latin America.
Mobile Commerce on the Rise
Mobile commerce (mCommerce) has become a key driver of Uruguay’s digital economy. The widespread adoption of smartphones, with penetration rates over 85%, makes mobile platforms the leading choice for eCommerce transactions. Top retailers and service providers have adapted their platforms for mobile use, and many have established dedicated apps to provide better customer experiences.
Users now complete product searches and transactions more frequently on mobile devices compared to desktop computers. The transition towards mobile platforms for eCommerce stands out prominently among young consumers while gaining acceptance throughout every age bracket. The mainstream adoption of mCommerce validates how Uruguay leads eCommerce innovation and access throughout the population.
eCommerce Ecosystem and Government Support
Government initiatives have made substantial contributions to the acceleration of this sector. The national digital agenda of Uruguay demonstrates its dedication to digital transformation by focusing on infrastructure development, along with educaion and cybersecurity initiatives. The Plan Ceibal initiative, along with Antel’s fiber optic network growth, both stand as crucial projects that established the foundation for Uruguay’s prosperous digital economy.
Public-private collaboration has also been key. The organization CEDU has collaborated with government bodies to advance e-commerce, while providing support to entrepreneurs and conducting major industry events like eCommerce Day Uruguay, which fosters business connections and public awareness. This cooperation exemplifies how Uruguay leads eCommerce development through coordinated efforts between the public and private sectors.
Logistics and Fulfillment: Overcoming Structural Barriers
Uruguay’s eCommerce sector continues to face logistical hurdles even in the wake of significant advancements. Further investment is needed to address challenges related to distribution costs and delivery times while improving access to rural areas. Montevideo and Punta del Este’s urban centers enjoy efficient delivery networks, yet rural areas maintain their developmental delays.
Through the adoption of crowd shipping, alongside micro warehousing and last-mile delivery solutions, local startups together with logistics firms aim to bridge existing distribution gaps. Implementation of real-time tracking systems alongside automated customer communication processes leads to better user experiences and operational improvements.
The nation must address present challenges to maintain its growth momentum and maximize the current economic expansion. Overcoming logistical challenges remains essential if Uruguay leads eCommerce into a globally competitive future.
Cybersecurity and Consumer Trust
The growth in online transactions creates a greater demand for enhanced cybersecurity measures. Uruguay shows its commitment to consumer and business protection through its active development of protective frameworks. The joint implementation of the Personal Data Protection Law and the National Cybersecurity Strategy creates a secure basis for digital commerce operations.
Uruguayan consumers display strong trust in online platforms because powerful regulatory protections support them. Maintaining consumer trust during the growth of the eCommerce ecosystem requires sustained investment in cybersecurity technologies, fraud prevention systems, and consumer awareness campaigns. The extensive protective measures in place provide an additional explanation for why Uruguay leads eCommerce across Latin America with an emphasis on reliability and security.
Future Outlook: Innovation and Integration
The development of digital technologies will propel continued growth in Uruguay’s eCommerce sector. Some leading retailers have adopted artificial intelligence (AI), together with machine learning and big data analytics, to create personalized customer experiences while also predicting market trends and managing inventory more efficiently.
More companies are now integrating omnichannel strategies, where digital platforms serve to enhance physical store operations. Retailers utilize click-and-collect services, alongside virtual showrooms and augmented reality tools to create a seamless experience between online shopping and physical store visits.
Uruguayan SMEs can expand their digital operations worldwide through enhanced access to cross-border platforms and trade agreements with major markets.
Conclusion: Uruguay as a Regional Digital Leader
The eCommerce industry in Uruguay has developed rapidly during recent years to become a leading force in regional digital commerce. The country proves that economic transformation can be driven by coordinated policy and innovation alongside consumer readiness through its digital payment infrastructure expansion and the fact that 67% of its population shops online.
The sector will maintain its growth as it overcomes logistical hurdles and regulatory barriers while expanding digital inclusion. Uruguay leads eCommerce with an integrated and visionary approach involving infrastructure enhancement, technological advancement, and market expansion, which neighboring countries should strive to replicate.
Through its development of a durable and inclusive digital marketplace, Uruguay leads eCommerce progression across Latin America with its advanced approach.