Interview · October 22, 2026 · Radar Inversión
CyberDay Paraguay 2026 will take place on November 2–4. Manoella Talavera, CAPACE’s marketing director, discusses the campaign’s targets—100 participating stores and US$10 million in sales—and the challenges of profitability, omnichannel commerce, logistics and investment in e-commerce.
“The real challenge is not only to surpass the previous edition’s sales, but to ensure that those who shop online for the first time during CyberDay continue buying online after the event.”
Manoella Talavera
E-commerce, customer experience and digital transformation consultant. Marketing director at CAPACE.
Interview
1. According to CAPACE’s presentation, CyberDay sales rose from US$3.2 million in 2024 to US$8.8 million in 2025. What explains this growth, and how are these results measured?
The growth of CyberDay reflects the evolution of e-commerce in Paraguay, both from the business and consumer side.
We went from USD 3.2 million in 2024 to USD 8.8 million in 2025, which represents a 175% growth. These figures show that the digital channel is gaining relevance within business strategies.
The 2025 edition involved 85 shops, more than 7,500 transactions, an average order value of approximately G. 773,900 and more than 70,000 visits to the official platform.
This growth responds to a number of factors: increased participation of companies, stronger communication campaigns, competitive offers and increasingly familiar consumers with online purchases.
From CAPACE we work with indicators such as sales volume, transactions, average order value, digital traffic and business participation to assess the results of each edition.
But there is something important: the success of CyberDay is measured not only by what is sold for three days, but also by the new consumers that we incorporate into the digital ecosystem and the opportunities that we generate for companies.
2. What are CAPACE’s expectations for CyberDay 2026 in terms of sales, participating businesses and consumer behavior?
For this new edition, to be held from 2 to 4 November, we seek to further strengthen the growth of CyberDay and the participation of Paraguayan companies. This year, our target is to have 100 participating stores and reach US$10 million in sales.
Our expectation is to continue to expand the scope of the campaign, boost digital sales and get more consumers to discover new brands and categories through the official Cyberday.com.py. platform.
We also want companies to take advantage of these three days not only to sell, but to capture new customers, expand their databases and generate opportunities for repurchase. Another approach that we have this year is to give rise to SMEs to position their businesses and reach an immense number of visits in these three days.
From the consumer's point of view, we expect an increasingly active participation, with people who investigate, compare prices and plan their purchases before the event. Also many companies in the interior and consumers as the logistics of the companies also improved to a greater extent.
The real challenge is not only to overcome sales from the previous edition, but to get those who buy for the first time during the CyberDay to continue buying online after the event.
3. How have Paraguayan online consumers evolved, and what changes are you seeing in their purchasing habits?
The Paraguayan consumer is evolving towards increasingly digital, informed and demanding behaviour.
Today the customer has more tools to compare alternatives, search for promotions and evaluate different options before making a decision.
But he also expects something fundamental: a simple, secure and reliable purchase experience.
It is no longer enough to have an online store or to publish products on social networks. The consumer hopes to find clear information, real availability, different means of payment, simple purchase processes and deliveries that meet the promise. The consumer wants us to give a quick solution to what he is looking for.
In addition, companies must understand that consumers do not think of separate channels. You can discover a product in Instagram, consult WhatsApp and end up buying on a website.
The client is not from the ecommerce, the physical store or the WhatsApp. The customer is from the company and expects a single experience, regardless of the channel you choose.
Therefore, the great challenge is to move towards truly omnichannel models.
4. Which sectors offer the strongest growth prospects for e-commerce in Paraguay?
The results of the CyberDay show opportunities in different categories.
In the 2025 edition, marketplaces accounted for 65% of the growth indicator per item presented by the campaign, followed by pharmacies and perfumeries with 15%, appliances and electronics with 12%, shops with 5%, telephony with 2% and supermarkets with 1%.
This shows that e-commerce is not limited to technological products or services.
From a strategic perspective, we see particularly interesting opportunities in recurrent consumption categories, such as supermarkets, pharmacies, personal care products and household items.
These are areas where there is great potential to develop purchasing frequency, loyalty and long-term relationships with customers.
Marketplaces also represent an opportunity for smaller companies to expand their scope without relying exclusively on their own sales channels.
The greatest potential is not only to sell more online products, but to make digitally buying become a daily habit.
5. What are the main obstacles that micro, small and medium-sized enterprises face in building profitable e-commerce channels?
One of the main challenges is that many companies still understand ecommerce as the implementation of a website or the opening of a sales channel by WhatsApp.
But e-commerce is much more than that. It involves processes, technology, logistics, customer service, marketing and measurement of results.
Among the most important barriers we identify the lack of professionalization of digital processes, difficulties in generating traffic and converting visits into sales, manual inventory and order management, and little integration between different channels.
There is also a cost-effectiveness challenge. It is not enough to generate sales: companies must understand how much it costs to acquire a customer, how much margin each operation leaves and how to get that customer to buy again.
It is often invested in advertising, but it is not reviewed whether the checkout works properly, whether the products are available or whether the purchase process is simple.
My recommendation for SMEs is clear: before investing more in attracting customers, be sure to be prepared to convert them and give them a good experience.
The CyberDay represents an opportunity to accelerate this learning, reach out to new audiences and strengthen their digital capabilities.
6. Which investments should take priority to strengthen logistics, payment systems, technology and cybersecurity in Paraguayan e-commerce?
For e-commerce to continue to grow sustainably, we need to strengthen the entire value chain, not just the sales platforms.
From my perspective, there are four priorities.
First, the logistics. We need more efficient operations, greater order traceability and better distribution capacity, especially outside major urban centres.
Second, the means of payment. It is essential to continue to facilitate digital transactions and to provide simple and safe alternatives for different consumer profiles.
Third, technology and system integration. Many companies still operate with manual processes and disconnected tools. Integrating inventories, sales, payments, billing and logistics can improve productivity and reduce errors.
And fourth, cybersecurity and information protection, because trust is one of the main assets of e-commerce.
We cannot build a competitive ecommerce with an excellent website and internal processes that continue to work manually.
The investment must take into account all the customer's experience, from discovering a product to receiving it and needs after-sales attention.
7. What opportunities does e-commerce create for Paraguayan companies seeking to expand internationally?
E-commerce allows a Paraguayan company to expand its potential market without relying exclusively on physical expansion.
This represents a particularly interesting opportunity for SMEs, national brands and companies seeking to reach consumers in other countries.
However, internationalization requires preparation.
It is not just about enabling international shipments. Companies must work in means of payment, logistics, distribution costs, regulatory requirements, customer care and adaptation of their commercial proposal to each market.
It is also important to take advantage of the platforms and marketplaces that allow access to new audiences.
Ecommerce can become an internationalization tool for Paraguayan companies, provided there is a commercial and operational strategy behind it.
The challenge is to move from having a digital presence to developing business models capable of competing and operating in other markets.
8. What initiatives is CAPACE pursuing to professionalize the sector and strengthen businesses’ competitiveness?
From CAPACE we work to promote the development of Paraguayan e-commerce, strengthen companies and promote greater adoption of digital channels.
One of our most important initiatives is the CyberDay, which allows participating companies to be part of a far-reaching joint campaign.
In the 2025 edition, the communication strategy included actions of digital advertising, traditional media, influencers, positioning in search engines and outdoor advertising. The campaign reached approximately 12.3 million digital impressions.
For businesses, especially SMEs, to participate in such an initiative represents an opportunity to reach consumers who might not be able to reach their own marketing actions.
But our work does not end in the dissemination of the event.
We also promote the preparation of shops, training, good practices and improvement of the purchase experience.
We seek companies to understand the importance of preparing their promotions, reviewing their checkout processes, communicating their offers in advance and ensuring that the entire operation is ready to respond to the demand.
From CAPACE we want each campaign not only to generate sales, but to leave more prepared businesses, more confident consumers and a more competitive digital ecosystem.
9. What growth and investment opportunities do you see in Paraguay’s e-commerce market over the next three to five years?
I see very important opportunities in the professionalization and digital transformation of Paraguayan companies.
The growth of electronic commerce opens up possibilities for investment in technology, logistics, payment platforms, automation, artificial intelligence and Customer Experience solutions.
One of the great opportunities will be to help companies integrate their operations and build truly omnichannel experiences.
We will also see greater potential in the use of data to understand consumer behaviour, customize offers, improve conversion and strengthen loyalty.
Artificial intelligence can play an important role in process automation, customer care, commercial analysis and equipment productivity.
But there is one fundamental point: technology alone does not guarantee results.
Companies need strategy, processes and people ready to use these tools.
I believe that the next stage of Paraguayan ecommerce will be defined not only by how many companies sell online, but by how efficient, cost-effective and customer-focused they are.
That's where I identify one of the greatest opportunities for growth and investment for the coming years.
10. What would you say to businesses that still regard e-commerce merely as an additional sales channel?
I would say that ecommerce is no longer just an additional channel: it must now be part of the growth and competitiveness strategy of any company.
The consumer is already omnichannel. Digitally investigate, compare alternatives, consult by different means and decide how, when and where to buy.
Companies should not force it to adapt to their internal structures. It is the organizations that must adapt to the customer's behaviour.
In addition, e-commerce generates much more than sales. It allows consumers to be better aware, to obtain data, to expand markets, to automate processes and to develop long-term business relations.
Ecommerce is not about having an online store. It is about transforming the way a company sells, operates and relates to its customers.
And companies that understand this will not only be better prepared for the future: they will be building competitive advantages from today.
Source: Written interview provided by Manoella Talavera to Radar Inversión. The CyberDay 2026 targets mentioned are CAPACE projections, not actual results.