Cuba's cross-border e-commerce market has grown significantly in 2026, reaching USD 1.2 billion, driven by increased internet access and smartphone adoption. A majority of transactions are completed via credit and debit cards, with digital wallets gaining popularity among younger consumers. The average transaction value remains steady at USD 70, indicating a shift towards higher-value purchases and premium goods from abroad.
Despite economic challenges, Cuba's online shopping penetration has risen to 35%, reflecting a broader acceptance of digital payments and international online platforms. The growth is supported by improved logistics and local government initiatives to facilitate digital trade. This evolving landscape presents opportunities for international retailers to tap into Cuba's expanding e-commerce consumer base, especially in electronics, fashion, and health products.