Describes how widely e-Commerce is used, the primary sectors that sell through e-commerce, and how much product/service in each sector is sold through e-commerce versus brick-and-mortar retail. Includes what a company needs to know to take advantage of e-commerce in the local market and , reputable, prominent B2B websites.
Last Published: 7/20/2017

Under CAFTA-DR, the parties recognize the economic growth and opportunity that e-commerce provides, the importance of avoiding barriers to its use and development, and the applicability of World Trade Organization (WTO) rules to measures affecting e-commerce. Honduras has committed to provide non-discriminatory treatment of digital products and not to impose customs duties, fees, or other charges in connection with the import/export of digital products by electronic transmission.

Current Market Trends
E-commerce in Honduras is not yet widely used, but offers high potential. The lack of knowledge and tools to create, drive and maintain a solid e-commerce structure are among the main challenge for local retailers and service providers. In 2016, internet connectivity was estimated at 2.7 million users, representing approximately 30.4 percent of the total population an increase of just over 3 percent from 2015.

Domestic eCommerce (B2C)
Banking Institutions are a good example of well-established B2C structures offering online transaction services at the Personal, Corporate and SME level.

Cross-Border eCommerce
SME’s and end users are at the forefront of Cross-Border eCommerce in Honduras. Most Honduran companies that are too small to purchase goods and services from overseas manufacturers and tend to deal with international distributors with eCommerce platforms that enable them to buy small quantities from the seller’s eCommerce structures. The majority of Cross-Border eCommerce into Honduras comes from China and Mexico with the U.S. as the third largest supplier of goods in services via the internet.

B2B eCommerce
Some regional low-cost retailers have established a successful B2B e-Commerce structure in which companies both large and small can register to become suppliers and manage transactions with the retailer.

eCommerce Services
eCommerce Services in Honduras is still in its infancy. There are local and international companies offering business analytics and data storage services that are mostly focused on large national and multinational companies operating in Honduras.

eCommerce Intellectual Property Rights
On January 21st, 2015, the Honduran Congress passed the : Honduran Law on Electronic Commerce. With more than 20 articles the bill was drafted in accordance to the model legislature put forth by the United Nations Commission for International Trade Rights. Honduras is one of the first subscribers of the convention for utilization of electronic communications and international contracts which entered into effect in 2013, under national law decree 149. In August 2014, a law titled Efficient and transparent purchasing through electronic media came into effect, under congressional decree number 36-2013.

Popular eCommerce Sites
Honduran eCommerce sites are few and underserviced. The vast  of the population that engages in eCommerce transactions utilize Amazon or eBay.

Online Payment
Online payment is conducted almost exclusively via credit cards or PayPal.

Mobile eCommerce
Honduran banking institutions and mobile telephony service providers are good examples of well-established B2C structures with mobile applications that enable user to conduct commercial transactions.

Digital Marketing
Digital marketing is limited and is mostly conducted by and through banking institutions, Credit Card companies and mobile telephony service providers. Social Media is also a preferred tool of SMEs to promote their products and services.

Major Buying Holidays
Christmas and New Year holidays are the mayor buying holidays in Honduras followed by Easter week when retailers stock up on outdoor and recreational related consumer goods. Under Honduran law an extra salary is paid to the Honduran labor force during the month of June. Retailer will often offer discounts and promotions during this month as an incentive to consumers to use this bonus on anything from general consumer goods to electronics. In recent years Honduran retailers have adopted the concept of Black Friday and several retailers advertise significant promotions during the month of November of every year.

Social Media
With a population of over 8,000,000 inhabitants, the percentage of users active in social media represents 33.75 percent of the population with 2,700,000 active users of Facebook, Twitter and other social media applications.

Prepared by our U.S. Embassies abroad. With its network of 108 offices across the United States and in more than 75 countries, the U.S. Commercial Service of the U.S. Department of Commerce utilizes its global presence and international marketing expertise to help U.S. companies sell their products and services worldwide. Locate the U.S. Commercial Service trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.



Honduras eCommerce Industry Trade Development and Promotion eCommerce