Ecommerce in Peru: what CAPECE’s figures say and what they mean for your store

Peruvian ecommerce keeps growing at double digits. According to the Peruvian Chamber of Electronic Commerce (CAPECE), online transactions reached about US$15.6 billion in 2024, 21.2% more than in 2023. And in the first half of 2025 they grew another 18%.

These are the most useful figures for anyone selling online, and what they mean in practice based on our experience.

The key figures

2024 (CAPECE Ecommerce Observatory)

• US$15.6 billion in transactions, growing 21.2%.
• 55% of Peruvians (18.7 million people) bought online. 30% of them live outside Lima.
• Online retail sold US$5.9 billion (+17%), 38% of the total.
• Debit cards accounted for more than 60% of payments.
• Ecommerce was equivalent to 5.5% of GDP, compared with 2.4% in 2019.
• Shopper profile: 54% women, aged 27 to 44, with an average of 3 purchases a year.

First half of 2025

• US$8.7 billion in sales, 18% more than in the same period of 2024.
• The average ticket dropped to S/200 (Peruvian soles).
• Fastest-growing categories: utilities (42%), telecommunications (34%), pets (32%), education (30%), fashion (28%) and technology (20%).
• CAPECE projected closing 2025 at around US$18 billion.

What they mean for your store

1. Customers are already online; so is the competition

With more than half the country buying online, selling online is no longer an advantage on its own. What makes the difference is the experience: website speed, ease of payment, shipping and customer service.

2. The regions outside Lima are a real opportunity

With 30% of shoppers outside Lima, the strategy changes: geographic targeting in campaigns, clear shipping costs and times, and payment methods that work across the country.

3. Lower tickets, more frequency

If the average ticket drops, profitability depends on selling to the same customer more often. That is where email marketing, repurchase automations and loyalty programs matter, not just acquisition through ads.

4. Payments: debit and digital wallets

With debit above 60% of payments and the rise of digital wallets, every payment method missing from your checkout is a lost sale.

5. The competition is not only local

CAPECE estimated that international platforms (such as AliExpress, Temu and Shein) exceed 25 million monthly visits from Peru. Competing with them on price is hard; competing on trust, delivery speed and service, much less so.

Quick checklist for your ecommerce

1. Your website loads in under three seconds on mobile.
2. Checkout accepts debit, credit and digital wallets.
3. Shipping costs and times to other regions are visible before payment.
4. You measure every sale by channel (GA4, pixels and Conversions API properly configured).
5. You have an email sequence for abandoned carts and repurchases.

In summary

The market is growing, but it is becoming more demanding: more shoppers, lower tickets and more international competition. The stores that grow are the ones that combine a good shopping experience with accurate measurement and repurchase strategies.

Sources: Perú Retail: ecommerce grows 21.2% in 2024 according to CAPECE · Forbes Perú: ecommerce sales reached US$8.7 billion in the first half