Honduras - eCommerceHonduras - eCommerce
Under CAFTA-DR, the parties recognize the economic growth and opportunity that e-commerce provides, the importance of avoiding barriers to its use and development, and the applicability of World Trade Organization (WTO) rules to measures affecting e-commerce. Honduras has committed to provide non-discriminatory treatment of digital products and not to impose customs duties, fees, or other charges in connection with the import/export of digital products by electronic transmission.
Current Market Trends
E-commerce in Honduras is not yet widely used, but the potential is high. The lack of knowledge and tools to create, drive and maintain a solid e-commerce structure are among the main challenges for local retailers and service providers. In 2017, internet connectivity was estimated at 2.7 million users, representing approximately 32.5% percent of the total population.
Domestic eCommerce (B2C)
Banking institutions are a good example of well-established B2C structures offeringonline transaction services at the Personal, Corporate and SME level.
As of 2018, Honduras has experienced significant growth in domestic E-commerce brought forth by initiatives in its two main city centers (Honduras and San Pedro Sula) to promote technological entrepreneurship. Mobile application development has experienced tremendous demand in urban areas of Honduras. A prime example of this is Hugo, a mobile application that allows users to order food from their favorite restaurants, as well as drinks, transportation, medicines and groceries and get them in a matter of minutes either at home or office.
SMEs and end users are at the forefront of Cross-Border eCommerce in Honduras. Most Honduran companies are too small to purchase goods and services from overseas manufacturers and tend to deal with international distributors with eCommerce platforms that enable them to buy small quantities from the seller’s eCommerce structures. The majority of Cross-Border eCommerce into Honduras comes from China and Mexico with the United States as the third largest supplier of goods in services via the internet.
Some regional low-cost retailers have established a successful B2B e-Commerce structure in which companies both large and small can register to become suppliers and manage transactions with the retailer.
eCommerce Services in Honduras are still in their infancy. There are local and international companies offering business analytics and data storage services that are mostly focused on large national and multinational companies operating in Honduras.
eCommerce Intellectual Property Rights
On January 21st, 2015, the Honduran Congress passed the Honduran Law on Electronic Commerce. With more than 20 articles, the bill was drafted in accordance to the model legislature put forth by the United Nations Commission for International Trade Rights. Honduras is one of the first subscribers of the convention for utilization of electronic communications and international contracts which entered into effect in 2013 under national law decree 149. In August 2014, a law titled Efficient and Transparent Purchasing through Electronic Media came into effect under congressional decree number 36-2013. A full copy in Spanish of the eCommerce Law can be found at: http://www.tsc.gob.hn/leyes/Ley_sobre_Comercio_%20Electronico.pdf
Popular eCommerce Sites
Honduran eCommerce sites are few and underserviced. The vast majority of the population engaging in ecommerce transaction utilize Amazon or eBay.
Online payment is conducted almost exclusively via credit cards or Paypal.
Honduran banking institutions and mobile telephony service providers are good examples of well-established B2C structures with mobile applications that enable users to conduct commercial transactions.
Digital marketing is limited and is mostly conducted by and through banking institutions, credit card companies and mobile telephony service providers. Social media is also a preferred tool of SMEs to promote their products and services.
Major Buying Holidays
Christmas and the New Year holidays are the mayor buying holidays in Honduras followed by Easter week when retailers stock up on outdoor and recreational related consumer goods. Under Honduran law an extra salary is paid to the Honduran labor force during the month of June. Retailers will often offer discounts and promotions during this month as an incentive to consumers to use this bonus on anything from general consumer goods to electronics. In recent years Honduran retailers have adopted the concept of Black Friday and several retailers advertise significant promotions during the month of November of every year.
With a population of over 9,000,000 inhabitants, the percentage of users active in social media represents 33.75% of the population with 2,700,000 active users of Facebook, Twitter and other social media applications. Trade Promotion & Advertising
Most advertising in Honduras is conducted through newspaper, TV, and radio. Billboards are also a strong medium for reaching customers and publicity campaigns, especially in the main urban areas. U.S.-style unipole (advertising sign) structures are common in the local market, especially for those companies interested in increasing brand awareness or launching a new product. A number of advertising agencies are available to guide companies through the process of developing promotional activities and choosing the most appropriate media strategy. A list of broadcast media (television and radio) contacts can be provided upon request.
In addition to television and radio advertising, Honduran newspapers are one of the leading advertising instruments in the local market for products and services. Many media groups also circulate information online and advertise via “online banners” on social media sites. There is not a wide variety of specialized industry publications. Major local newspapers and business journals include:
Diario El Heraldo
Executive Director: Carlos Mauricio Flores
P.O. Box 1938
Tegucigalpa, M.D.C., Honduras
Tel: (504) 2236-6000, ext. 6607/6612
Advertising: (504) 2236-7933; 2552-8000
Diario La Tribuna
Manager: Manuel Acosta Medina
P.O. Box 1501
Comayaguela, M.D.C., Honduras
Tel: (504) 2234-3006; 2234-2673; Fax: 2234-3050
Diario La Prensa
Director: Maria Antonia de Fuentes
P.O. Box 143
San Pedro Sula, Honduras
Tel: (504) 2553-3101; 2553-0778; Fax: 2553-0778
Emails: firstname.lastname@example.org; email@example.com
Honduran Business Journals
Hablemos Claro Financiera
Address: Edificio Torre Libertad, Blvd. Suyapa, Col. Florencia Sur
Tel: (504) 2239-4350 / 2239-8058; Fax: (504) 2239-7008
Regional Business Journals
Estrategia & Negocios
Grupo OPSA, Honduras
Tel: 2269-2211; 2236-7679, ext. 6608
Mercados y Tendencias
Grupo CERCA, Honduras
Tel: (504) 2280-2170; 3177-9906
Emails: firstname.lastname@example.org; email@example.com
Honduran Online Newspapers
Tel: (504) 2221-0385; (504) 2221-1039