A total of 68.0% of Chilean internet users accessed ecommerce websites in June, above the Latin American average of 66.7% but below the global average of 74.3%, according to the US consultancy. Chileans also spend less time on ecommerce websites compared to both their global and regional counterparts. Internet users in the South American country spent an average of 25.5 minutes on ecommerce sites in June. The Latin American average was 44.7 minutes and the global average 88.1 minutes. However, Chile's ecommerce industry is set to continue growing strongly, with revenues expected to increase 20% this year to reach around US$2.0bn. Average visits to retail websites per day in Chile increased 14.6% year-on-year in June.
MercadoLibre remains the most popular ecommerce site in the country, attracting 1.27mn unique visitors in June. Local retail giants Cencosud and Falabella occupied second and third place, respectively, each with more than 1mn unique visitors. Buscape was the most popular online comparison site in Chile, drawing in 408,000 unique visitors.
Cable television is an important medium of communication and is growing in popularity, allowing advertisers to reach almost two thirds of households. Advertising is on billboards, buses, in the metro can reach a large audience, especially in metropolitan areas. The radio is most important medium of mass communication. According to estimates, 93% of Chileans and 97% of Santiago inhabitants listen to the radio. Online advertising is booming and allows to reach more than a third of the population. Mobile advertising through applications and geolocalisation is a new and developing trend.
Within the categories of products and services, those with the highest demand were travel and tourism, IT, and clothing / apparel.
E-commerce Day, which began seven years ago, has had a slow start with websites crashing under the number of B2C transactions; however, the sector has advanced and the sites now have stronger platforms. E-commerce Day has generated over 390,000 transactions valued at over US$83 million in sales.
In Chile, Retail sales are seasonal, volatile and relatively important to the overall economy