Discusses the state of direct marketing and what channels are available for companies to use direct marketing.

Approximately one half of all imports from the United States are the result of direct sales. Many of these result from Guatemalan business people contacting potential suppliers located in traditional U.S. supply centers, such as Miami, New Orleans, Los Angeles and Houston, among other cities, to satisfy a specific product or service need.  Other sales result from marketing through the Internet, which is now very popular among medium and large businesses.  Direct marketing is usually more effective in cases where the product is well-known or the group of local buyers is relatively small and easily identifiable, such as sugar mills.  It is recommended that U.S. exporters maintain close sales contacts in Guatemala to call on existing and potential customers.

Internet penetration in Guatemala is 36 percent, which means that 7.3 million habitants have access to online retail. Guatemalans are now used to buying online not only in Guatemala, but more so from the U.S. which because of the proximity is relatively easy. Many orders are placed via the Internet and most of the merchandise ordered, except for heavy machinery, is processed via electronic orders. Guatemalan business people access websites and search for specialized merchandise. 

Daily internet access in Guatemala has grown during the last decade. With the spread of cell phones, the internet has become a more important news outlet than radio and newspapers, particularly among younger citizens.

The most used sites in Guatemala are: Facebook, YouTube, Twitter, LinkedIn, Instagram, Amazon, and Google. Facebook ranges from 25 to 40 percent of overall internet usage. That figure is much higher among the Guatemalan youth, approximately 60 percent.

There are three companies in Guatemala that offer mobile phone service, and there are 20.4 million lines. This is an increase of 467,520 lines in 2018.


 

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