Internet Retailing in Chile - New Market Research Report

From: Fast Market Research, Inc.
Published: Sun Jan 24 2016

Virtually complete internet penetration in Chile is supporting the shift towards internet retailing in the country, a trend which is particularly noteworthy in urban areas of the country. Easy and affordable internet access, bolstered by the offer of free Wi-Fi in many public locations, is boosting the number of internet users in the country and fuelling growth in internet retailing, which is considerably higher among young Chilean consumers. Broadband internet penetration among Chilean households reached 42% in 2014, equal to the highest rate in Latin America. In addition, many Chilean consumers are becoming increasingly familiar and comfortable with internet retailing, with many now citing delivery times as more of an issue for them than the security of online transactions, which was previously the leading negative factor of internet retailing among Chilean consumers.

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Competitive Landscape

Falabela SACI led internet retailing with a value share of 12% in 2015. The company continued to focus on developing specific m-commerce applications for mobile communications devices. This strategy has so far been effective in maintaining the company’s leadership in internet retailing. Among the highlights of these applications are virtual testers, which allow consumers to see how they would look using or wearing a wide range of products by uploading a photograph then “testing” prospective purchases. The application enables the user to be included in the image ranging from clothes to furniture, encouraging consumers to buy online. Users can also share the resulting images through social networks and obtain feedback from friends and family.

Industry Prospects

Internet retailing is expected to continue recording strong positive growth in Chile throughout the forecast period due the rapidly rising penetration rate of broadband connections among Chilean households, as well as the proliferation of smartphones and tablets, which is likely to boost mobile internet penetration during the forecast period. Although some regions of the south of Chile and rural areas throughout the country have lower penetration rates than other parts of the country, the Chilean government is making more of an effort to develop the necessary infrastructure to offer free wireless internet connections in public spaces throughout the country. The anticipated improvement of internet penetration in Chile is therefore expected to have a strong positive impact on internet retailing and boost sales in the channel substantially over the forecast period.

Report Overview

Discover the latest market trends and uncover sources of future market growth for the Internet Retailing industry in Chile with research from Euromonitor's team of in-country analysts.

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