Chile online shopping shows higher frequency and smaller basket sizes

Analysis from Worldpanel by Numerator indicates a significant shift in online shopping behavior in Chile. Between June 2025 and June 2026, e-commerce penetration for Fast-Moving Consumer Goods (FMCG) rose from 19.1% to 26.1% of households.

While the number of online shoppers is growing, the nature of their purchases is changing. Consumers are shopping more frequently—with a 19% increase in purchase frequency—but are spending less per transaction. Both the average expenditure per act and the number of units purchased per transaction decreased by 15%.

This trend suggests that growth in the online channel is being driven primarily by new users rather than increased spending from existing ones. However, the beauty sector shows a different pattern, with a 13% increase in units per transaction.