El Papel del Comercio Electrónico en la Eecuperación del Sector Minorista Colombiano

Abstract

E-commerce in Colombia grew 20% annually between 2018 and 2024, transforming the retail sector in the face of COVID-19 and the subsequent return to normal. This research analyzes how retail companies integrated digital platforms as a key driver of recovery and expansion. Using a methodology that combined literature review and case analysis, the findings were organized into three categories: i) access to digital technologies (mobile penetration, payment gateways, marketplaces, and last-mile logistics); ii) internal and external factors driving digitalization (organizational capacity, talent, and analytics; regulation, infrastructure, and consumer behavior); and iii) effects on competitiveness (omnichannel, reduced transaction costs, expanded coverage, and improved service). The results show that the adoption of e-commerce increased sales and purchase frequency, accelerated omnichannel models, and strengthened operational resilience, although gaps persist for SMEs in logistics costs, payment methods, cybersecurity, and returns management. It is concluded that competitive advantage depends on integrating technology, processes, and data with information governance and logistics alliances.