A summary of eCommerce related information relating to Peru. This information is from "Preparing Your Business for Global eCommerce" prepared by the U.S. Commercial Service for exporters.
Last Published: 7/12/2016
Statistics
Capital: Lima
Population: 31,151,643 (est. 2015)
GDP (USD): 403.322 billion (proj. 2015) 
Currency:    Nuevo sol (PEN) Languages: Spanish, Quechua, Aymara

Contact
Gustavo Romero 
Commercial Specialist 
gustavo.romero@trade.gov 
(511) 434-3040

Summary
By the end of 2014, the number of Internet users in Peru was estimated at 12.584 million, with a market penetration rate of 38 percent. This figure is still well below countries such as Panama, Chile, Argentina, Mexico, Brazil, and Colombia that exceed 50 percent market penetration. Furthermore, access to financing barely reached 30 percent (30 percent of the population has at least one bank account), again below the regional average of 50  percent.

Peru lacks much of the infrastructure needed for e-commerce. However, there are signs that the situation is improving. New communication technology is being installed throughout the country, and smartphones are becoming increasingly popular. As a result, more people are gaining Internet access.

In 2014, the mobile market expanded to 31.9 million lines, representing a high national density of 107 percent (more lines than population). In addition, the project of the Red Dorsal de Fibra Optica (fiber optic network) is currently in progress. The purpose   of
this network is to expand the electrical transportation network to unite 180 provincial capitals and 21 regional capitals by adding 13,400 kilometers of electrical cable to the country’s current electric distribution infrastructure. This project aims to reduce the cost of Internet access and is scheduled to begin operation in   mid-2016.

An important aspect worth mentioning is that Peruvian users spend 18.2 hours a month on the Internet, the second-highest average in Latin America, surpassed only by Argentina. The vast majority of Internet users are men between the ages of 15 and 24.    They account for 56 percent of total Internet users. With regard to the business to consumer market, Peruvian Internet users make up 7 percent of total online purchases. E-commerce in Peru represents only 2 percent (USD 1.250 billion) of the market compared with the traditional commerce done in Latin America, which moves USD 62.560 billion. The small market is explained largely by the low accessibility of Internet service,  lack of confidence in online security, lack of financial means, and lack of   education.

Of Peru’s 200 top private companies, only 72 percent conduct electronic transactions through their own website or through a third party. On the regulatory side, SUNAT (Peru’s tax authority) uses electronic means to exercise the detailed control of tax   collection.
Therefore, SUNAT has issued a regulation to establish the electronic invoice, norma de la Factura Electronica (Resolution No. 188-2010-SUNAT). However, in Peru no comprehensive state policy promotes the widespread growth of information and communications technology, including e-commerce, as in other  countries.

In the case of business to business, businesses are beginning to use their own custom e-mail domain servers instead of using an informal personal e-mail address  (through
Hotmail or Gmail) to conduct business. The new trend of owning your own e-mail domain servers allows Peruvian businesses to legitimize their companies and is becoming standard among Peruvian companies.

Market Entry

Popular E-Commerce Sites
From April 2013 to April 2014, the most visited retail sites (by unique visitor) in Peru    were

•    netflix.com—137,000
•    ripley.com.pe—170,000
•    cineplanet.com.pe—176,000
•    Buscape Company—184,000
•    Linio Sites—244,000
•    apple.com Worldwide Sites—261,000
•    alibaba.com—263,000
• eBay—273,000
•    sagafalabella.com.pe—377,000
• Amazon—480,000
•    Mercado Libre—976,000

Source: comScore Media Metrix, April 2014

Among the most visited e-commerce sites, the use of travel-related sites is increasing, with above-average use for the region (not including  Brazil).

The most visited sites in 2014  were

• lan.com—378,000
•    despegar.com.pe— 195,000
•    tripadvisor.com—168,000
•    travelspike.com—112,000
•    priceline.com—105,000
•    booking.com—98,000
•    aviance.com—98,000
•    atrapalo.com—92,000
•    marriott.com—71,000    
• perutoptours.com—70,000

Source: comScore Media Metrix, April 2014

According to Arellano Marketing (2013), 7 percent of online purchases come from people ages 18 and over. The purchases being made are for products (79 percent), services (33 percent), discount coupons (8 percent), and applications for tablets and smartphones (7 percent).


Fulfillment Centers
The company BSF Almacenes del Perú rents fulfillment centers; it has two properties, one of which is 130,000 square meters in Villa El Salvador and the second of which is 700,000 square meters in Lurín. This company also offers freight elevators and office space rentals. Among its clients are Saga, Ripley, Sodimac, Tottus, Cencosud, Plaza Vea, and Super Mercados Peruanos. Linio has its own fulfillment center in Villa El   Salvador.


Digital Advertising
Currently the main means of digital marketing  are

•    E-mail marketing
•    Social networking sites
•    Search engine optimization
•    Publicity (banners) in search engines

In 2013, 56 percent of online shoppers reached vendor sites through social networking sites. Additionally, according to recent surveys, the main retail companies plan to develop mobile marketing strategies.

Current Market Trends
Although e-commerce transactions in Peru are still low, the growth in the last two years is meaningful. The number of transactions with credit cards in virtual stores grew from 2.2 million in 2012 to 4.1 million in 2014, representing an 89 percent increase in two years.
Simultaneously, the amount traded has increased 80 percent, going from USD 668.0 million in 2012 to USD 1.868 billion in  2014.

The Lima Chamber of Commerce (CCL) predicts that in 2015 there will be a 50 percent increase in e-commerce sales, owing to an increase in sales related to food and entertainment industries. Lima continues to be the country’s main economic hub, and other cities such as Cusco, Trujillo, and Chiclayo are starting to make a positive economic impact.
A 2014 survey showed that 75 percent of the population owned a cellphone, with 16 percent being smartphone users. In addition, smartphones accounted for 49 percent (6.7 million units) of mobile equipment sold nationwide. The growth and use of mobile devices (especially smartphones) allow users to find a more accessible and economical tool for online purchases, mainly through the use of applications, both in Peru and   worldwide.
Hence, it is expected that the increase in payment through mobile phones will grow in Peru.

It is estimated that food products, apparel, and utility bills (home phones) will be among the most relevant items to consumers who use mobile payment  systems.


Popular Online Payment Services
•    Payment with credit card
•    Payment with debit card
•    Payment with prepaid card
•    Payment in bank agencies
•    Cash on delivery
•    Payment by bank deposit
•    Payment in store, after ordering online
•    Cash on delivery with points

Social Media
The most visited social media sites (counting total unique visitors) between April 2013 and April 2014 were
•    tagged.com—152,000
•    deviantart.com—155,000
•    tumblr.com—277,000
•    scribd.com—333,000
•    twitter.com—753,000
• ask.fm—1,232,000
• taringa.net—1,992,000
•    linkedin.com—2,468,000
•    facebook.com—5,101,000

Source: comScore Media Metrix, April 2014




 

Prepared by the International Trade Administration. With its network of 108 offices across the United States and in more than 75 countries, the International Trade Administration 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 trade specialist in the U.S. nearest you by visiting http://export.gov/usoffices.



Peru eCommerce Industry eCommerce