Cuba's e-commerce sector is experiencing steady growth, with an average customer lifetime value reaching USD 350 in 2026. This increase reflects improved digital access and expanded online payment options, fostering higher customer engagement and loyalty. The total revenue of USD 1.2 billion highlights the sector's expanding footprint, driven by rising internet penetration and mobile device usage across the country.
The average order value of USD 55 indicates a shift toward more substantial online purchases, with active shoppers totaling 3.4 million. Despite challenges such as infrastructural limitations, the customer retention rate at 42% demonstrates increasing trust in online platforms. Continued investments in logistics and digital infrastructure are expected to further boost Cuba's e-commerce growth in the coming years.