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Latin America e-Readiness report

Every two years Visa conducts a strategic review of e-Readiness in Latin America in partnership with Euromonitor International. This helps

identify areas of opportunities as well as encourage Internet adoption.

2016

Colombia

Index

The e-Readiness index helps to measure how developed e-Commerce is in a particular country or region.

41.7

LATIN AMERICA

94.5

USA

(BENCHMARK)

34.4

COLOMBIA

Index breakdown

ON-GROUNDLOGISTICS

E-COMMERCEPRESENCE

ONLINECONNECTIVITY

DEVICEACCESS

MONETARYCONNECTIVITY

100%

25%

50%

75%

USA

100%

87.8%

100%90.9%

100%

COLOMBIA

63.2%

11.0%

38.8%33.6%

29.1%

LATIN AMERICA

63.7%

40.1%40.7%46.4%

19.5%

20142016Profile breakdown

Leading profile

The Pro SurferAvg. age: 42 years

Avg. monthly income: US $1374

Avg. time spent online per day: 4.3 hours

Consumer profiles

74.2% of Colombians fall into two opposing profiles, the Pro Surfer (shop online at least once a month) and the Traditionalist (never shop online).

31.9%

15.7% 5.8%

21.9%

39.2%

8.7% 4.5%

26.0%

USA

USA USA

USA

LAC

LAC LAC

LAC

COL

COL COL

COL

Pro Surfer Spectator

Explorer Traditionalist

74.0%

13.7%

11.2%53.0%

27.2% 24.4%

54.9%

5.1%

33.1%21.1%

11.5%

15.7% 12.1% 38.1%

13.7% 22.4% 19.3%

7.2%

18.6%

23.8%

Internet Users: 55.3%

Online Buyers: 22.5%

48.2MILLION

Device Possession

50.5%Smartphones

47.9%

Personal computers

16.3%Tablets

Percentages shown out of households.

2020 Forecast

21.9%

$6.7 BILLIONEquating to:

Overview

e-Commerce in Colombia reached US $2.5 billion in 2015, up 17.2% from 2013. This reflects the strong development of the sector, particularly when taking into account that the growth occurred amidst an economic slowdown in the country.

2015 e-Commerce Market Value

$2.5BILLION

1.4% of Internet retailing was through mobile.

Internet Retailing: 35.5%

= $0.89 billion

PopulationThe e-Commerce market value is set to increase annually by:1

COL Colombia LAC Latin America USA United States of America

1 Compounded Annual Growth Rate (CAGR) All statistics from “e-Readiness in Latin America, 2016”, a report prepared for Visa Inc. by Euromonitor International

E-READINESS INDEX

34.4