According to the Uruguayan Chamber of Digital Economy, e-commerce sales reached $62.835 billion in 2024, equivalent to nearly $1.57 billion in revenue. This figure reflects a 38% increase in current pesos and a 32% increase in real terms compared to 2023. According to Cecilia González, M.A., coordinator of the Bachelor’s Degree in Digital Business, these numbers confirm that the country is undergoing a true structural transformation.
The data shows that nearly seven out of ten Uruguayans have made online purchases so far in 2025. E-commerce penetration now stands at 67% of the population, a record high for the data series tracked by the Chamber of Commerce in collaboration with the consulting firm Factum, according to an article published on the InfoNegocios website.
We are seeing digital consumption become the norm. Online shopping is no longer a niche option; it is the first choice for a growing segment of the population, especially among digital natives.
Cecilia González, Esq.
The Digital Economy and the Labor Market
The report “E-commerce Overview, ” prepared by Exante, reveals another key finding: more than 55 million transactions were conducted online in 2024. Credit cards are the predominant payment method, accounting for 74% of transactions.
| Sales 2024 | 62.835 billion / 1.57 billion USD |
| Annual growth | +32% in real terms |
| Share of GDP | 2 % |
| Share of private consumption | 3.1% (compared with 2.4% in 2023) |
“Trust is an essential asset for any digital business. If three out of every four payments are made by credit card, that speaks to consumers’ confidence in the security and efficiency of the ecosystem, ”explains González. “To maintain that trust, you need professionals who can ensure robust logistics processes, secure payments, and a flawless user experience.”
This sales boom has a direct impact on job creation. Today, the digital economy accounts for 7% of all job openings in Uruguay.
“The growth in labor demand linked to e-commerce and the digital economy has reached 229% in just five years,” González points out. “We’re talking about a radical shift. The market is no longer just looking for traditional salespeople; it now needs experts in digital marketing, data analytics, UX, online channel management, and omnichannel strategies.”
A successful e-commerce business is like an iceberg: what the customer sees is only the tip of the iceberg. Behind the scenes, there’s a team of professionals working to optimize every link in the chain: logistics, payment methods, data analysis, cybersecurity, and more.
Cecilia González, Esq.
Why does Uruguay need experts in digital business?
The key is to transition from explosive growth to a sustainable development and competitive in the long term. “Our biggest risk is assuming that the digital boom will sustain itself. If we don’t invest in talent, training, and strategies, we could fall behind international giants that already have a strong presence in our market.”
Looking ahead to the coming years, González believes that the company must go “beyond” simply increasing sales volume. “The real opportunity lies in refining our offerings: using data analytics, AI, and new technologies to create hyper-personalized, omnichannel experiences, ”he says.
To compete on a level playing field, he noted, especially among small and medium-sized enterprises, “we need to overcome barriers related to costs, logistics, and regulations.”
This is why González argues that specialized academic training is a decisive factor: “Degree programs such as the Bachelor’s in Digital Business directly address this reality. They train the professionals who will lead the transformation of companies, optimize processes, and innovate in the consumer experience. They are the ones who will ensure that knowledge remains in Uruguay and grows.”
Learn about the Bachelor’s Degree in Digital Business