The health crisis, quarantines and social distancing measures in Central American countries, forced individuals and companies to accelerate the adoption of new technologies, which caused the digital to become the center of all interactions.
In this scenario of covid-19 propagation, companies have had to migrate to the digital at great speed. The digitalization plans that companies were planning to implement in a period of 1 to 3 years are now being implemented in a few weeks, according to an analysis called "The Digital Agenda: Opportunities for the Service Sector", prepared by the Market Intelligence Unit of the Guatemalan Export Association (Agexport).
Among the people who look for products and services available online in Central America, 20% try to buy electronic devices such as cell phones, video game consoles or cameras, 17% home and garden items, and 10% vehicles.
The interactive information system developed by CentralAmericaData monitors in real time the changes in consumer habits in all markets in the region, with fundamental information to understand the new commercial environment that has emerged in an accelerated manner.
Identifying and correcting failures in the logistics process of product delivery, while maintaining the satisfaction levels of their customers, who demand facilities to buy online, is the main challenge facing companies in the new commercial "normality".
The outbreak of covid-19 in Central America and the severe home quarantines decreed by the governments, caused the market to undergo deep changes and to be deeply and rapidly transformed, to the point of establishing a new commercial reality.
Restrictions on the movement of people test the ability of companies to survive, since in the new business reality it is not enough to have a website to market products, as customers demand effective sales and delivery systems.
In early April, when Guatemala was just beginning its quarantine due to the covid-19 outbreak and the government began banning the movement of people after 4 p.m., some customers reported that the online sales systems of the country's large fast food restaurant chains collapsed in the face of increased demand.
Less impulsive and more reasoned purchasing decisions and the search for product and supplier information on the Internet and social networks are some of the characteristics of consumers in the new business environment.
Given the spread of covid-19, health authorities in Central American countries have been forced to restrict the mobility of people and have chosen to close most commercial establishments.
Personal care items, vehicle accessories, food and beverages are some of the products most demanded by consumers, who have migrated to digital platforms to make their purchases.
In the current scenario of confinement due to the health crisis in the region, consumers have disappeared from physical stores and have migrated to digital platforms to buy their products.
The new commercial reality in which online shopping and changes in consumer habits have forced companies to rethink their sales strategies, so it is essential to understand how people behave in the digital environment.
The report "Internet in Central America", prepared by the Trade Intelligence Unit of CentralAmericaData, provides the most updated data on the presence of Internet users in the region, users by gender, educational level and other details. In addition to the behavior of the uses in each country and the channel where they connect.
Fostering innovation when selling or buying real estate is a need that real estate brokers in general have identified among their clients, which they seek to satisfy through digital sales platforms.
According to the vendors' experience, the advantage of digital platforms is that they have the ability to store large volumes of information in an orderly and detailed way, which can also be consulted by potential customers immediately.
On September 26, the Elektra chain of stores began to operate its online appliance sales platform, aimed at the Guatemalan market.
Representatives of the chain informed that the platform will not only work in Guatemala, as it currently processes orders for more than 2,500 companies in 26 countries.
In most Central American countries, vehicles are the main merchandise traded through web platforms.
According to the Guatemalan Exporters Association (Agexport), according to the OLX marketing website in Guatemala, El Salvador, Costa Rica and Panama, vehicles are the most published product category.
Behind a veneer of luxury websites of supposed online universities, lucrative networks sell certifications that contain endorsements from even the US State Department.
An article published by The New York Times reports on investigations carried out on the subject, apparently leading to a Pakistan-based organization which is dedicated to running a multi-million dollar business offering tailor made university diplomas, as well as renewal of knowledge and experience - real or not, by enrolling its customers in fictitious courses.
Panama is proposing installing on its territory a regional IXP to reduce the cost of data transmission between Central American countries.
An IXP is a piece of infrastructure which enables internet traffic to move between networks and through this interface to connect directly, without using an intermediate network. Among the advantages of an IXP are the higher availability of bandwidth and reducing costs in regional Internet traffic.
Imbalances in the penetration of ICT services have created a significant gap allowing to continue to increase investment and the volume of resources allocated to broadband and the sector in general.
From the Executive Summary of a report by the CAF entitled "Expansion of Regional Infrastructure for Internet Interconnection Traffic in Latin America":
In Panama it is up to 5.12 Mbps, in Nicaragua 3.53, in Honduras 3.43, Guatemala 3.32, in El Salvador 3.10, and in Costa Rica up to 2.81 Mbps.
The data has been provided by Speedtest.net, which based on download speed controls made by million of users, maintains a ranking of 188 countries according to the average download speeds in Mbps over the past 30 days where the average distance between the client and the server is less than 300 miles.
At the Transcyberiano congress held in Costa Rica, one of the conclusions was that the success of new businesses depends on their Internet presence.
An article in Elfinancierocr.com reports that "the web has become increasingly vital for any new business seeing as daily internet consumption in the last year went from 45.5% to 53.8% of Costa Ricans, mainly due to cellular consumption, said Cathalina Garcia, vice president of Unimer Centroamérica.
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