Digital Influence on Physical Shopping: How Panama’s Retail Habits Are Changing

In 2025, the line between online and in-store shopping has officially blurred across Latin America—and Panama is no exception. Consumers now begin their purchase journey on a screen, even when their end goal is walking into a physical store or picking up their delivery at the gate.

From mobile-first supermarket platforms to Chinese e-commerce giants offering free local delivery, the digital influence on physical shopping behavior is reshaping how brands must think about retail presence.

1. Mobile Apps Are the New Storefronts

In Panama, apps like PedidosYa have gone far beyond restaurant delivery. They now act as digital malls—offering grocery, pharmacy, retail, and even liquor delivery at the tap of a screen.

Meanwhile, established retailers have launched or optimized their own online stores:

• Riba Smith, one of Panama’s top supermarkets, allows customers to shop directly from its app or website and schedule same-day delivery.

• Novey, a leader in home improvement, offers online shopping for tools, appliances, and furniture with both home delivery and in-store pickup.

• Super 99, El Machetazo, and Felipe Motta all offer digital catalogs and mobile-friendly e-commerce, expanding their reach and engagement.

• Even fashion and accessory brands like Steven’s, Tova, and Collin’s have embraced social commerce and app-based sales.

Digital-first discovery is now a baseline expectation—even when final purchases still happen in person.

2. Global E-Commerce is Local Now

Perhaps the most disruptive signal of digital influence is the emergence of global platforms that now deliver locally to Panama addresses:

• TEMU, a fast-growing Chinese marketplace, offers free delivery to Panama for a wide variety of low-cost products.

• Other platforms like Shein and AliExpress have accelerated regional logistics to offer competitive shipping timelines in Central America.

For Panamanian consumers, this means:

• Broader access to price comparisons

• Changing expectations around product variety and value

• Less loyalty to local-only retailers

For brands, this signals the need to differentiate through availability, trust, and omni-channel convenience.

3. How Digital Changes the In-Store Experience

Even when shoppers walk into a store, they’re likely to have already interacted digitally with the brand. Consider this common journey:

• A customer sees an Instagram reel from Riba Smith showing imported cheese on promotion.

• They check the app to compare pricing and availability at the nearest location.

• They walk into the store already knowing what they want—and expecting it to match what they saw online.

This process, known as ROPO (Research Online, Purchase Offline), is now standard across age groups in Panama.

In-store staff and merchandising must now align with what shoppers saw online. Discrepancies in product availability, pricing, or branding can lead to disappointment or brand distrust.

4. Social Commerce and WhatsApp Marketing

The rise of WhatsApp marketing, Instagram Lives, and TikTok shops further fuels digital influence.

• Stores often post daily promotions in WhatsApp broadcast groups, which shoppers use as real-time flyers.

• Brands showcase new arrivals or limited-time bundles via Instagram stories or reels, encouraging fast in-store visits.

In Panama, this hybrid engagement is especially popular with millennial and Gen Z shoppers—creating new opportunities for real-time conversion from screen to shelf.

Final Thoughts: Omnichannel Is No Longer Optional

In a market where even Chinese megastores deliver directly to homes in David and Colon, digital is the new gateway to physical retail. Brands that fail to optimize their presence across platforms—apps, search, maps, and social—are likely to lose visibility before a shopper ever leaves their house.

At GetRetailAccess.com, we help brands connect digital discovery with physical retail execution—from SEO and marketplace presence to in-store promotions and omnichannel alignment.

Want to make sure your retail product is found, bought, and loved—online and in-store? Contact us to build your LATAM omnichannel strategy.