The context of the 2026 World Cup, which will take place in USA, Canada and Mexico between June 11 and July 19, will mark a milestone for digital commerce in Peru.
According to a report by Worldpanel by Numeratorthe sporting event will favor an unprecedented increase in online consumption in the country, with an economic impact estimated at more than 800 million soles (about USD 232 million) during the tournament.
The study “Heading to the World Cup” indicates that 47% of Peruvian households define themselves as “passionate” about soccer. This segment, mostly made up of large families of socioeconomic levels A, B and C, located in Lime and the northern region, has a high spending potential during the tournament dates.
The report indicates that 32% of households are in the “eventual” category and only 21% consider themselves disinterested in the tournament.
86% of respondents in Latin America plan to watch games at home, reinforcing the trend towards consumer solutions that save time and adapt to the comfort of home, such as e-commerce and digital platforms.
In Peru, this preference amounts to 83%, and within the “passionate” group, 94%. Furthermore, 77% affirm that they will watch the World Cup with their family, while 11% will do so with friends and only 4% with work colleagues.
Choosing the home as the main space to follow the games opens up opportunities for brands. The digital channel is positioned as a facilitator of the consumer experience, driving demand for products through solutions such as delivery, messaging applications and traditional e-commerce.
14% of consumers declare that they will order food at home during matches, a percentage that rises to 18% in the segment most related to football.
The penetration of digital channels is not limited to food purchases. 32% of the most enthusiastic fans plan to follow part of the broadcast or consult World Cup content through Internet. Even so, television maintains its predominance, with 80% preference.
The study, based on more than 5,000 interviews in Latin America (985 corresponded to Peru)reveals that 70% of Peruvian households plan to prepare meals at home during the tournament. The categories with the greatest opportunity in the shopping cart are snacks, drinks, meats, sweets, baked goods and accompaniments.
Patricia BuchhammerAdvanced Analytics Manager Worldpanel by Numeratorhighlights the relevance of the integration between convenience, speed and digital presence for brands and retailers.
“In a context where every minute of the game matters, e-commerce is no longer just a purchasing channel to become a key enabler of the consumer experience during the World Cup,” said the executive.
Worldpanel by Numeratoran organization with a presence in more than 65 markets and 3,300 employees worldwide, monitors the purchasing behavior of almost 6 billion consumers.
The consulting firm considers that the coming months will be decisive for brands and retailers to adjust their digital strategy, betting on omnichannel and the personalization of the offer to capitalize on the football fervor and the growing trend of online consumption in the country.
