Pacific Alliance: retail e-commerce and final consumers


  • Maria del Mar Oviedo Facundo Universidad de Sonora
  • Carmen Otilia Bocanegra Gastelum Universidad de Sonora



Pacific Alliance, digital economy, e-commerce, retail commerce, electronic consumer


Purpose: The purpose of this article is to study the behavior of e-commerce final consumers of the Pacific Alliance (PA) countries in order to identify the most purchased goods as well as the most popular e-commerce companies nation wide and internationally, the country of origin of such goods, advantages and obstacles.

Methodology: A mixed methodology was used which consisted in the analysis of variables and official figures and the answers to surveys applied to consumers of Chile, Colombia, Mexico and Peru.

Findings: E-retail commerce is used as the most convenient, varied and cheapest way to purchase personal goods.

Practical implications: The share of products purchased between Chile, Colombia, Mexico and Peru is less than 3%.

Originality/value: to verify through first-hand figures the current situation of retail electronic commerce in the Pacific Alliance countries from the perspective of final consumers.


Download data is not yet available.

Author Biography

Maria del Mar Oviedo Facundo, Universidad de Sonora

Es Profesional en Administración de Negocios Internacionales por la Universidad de Boyacá en Colombia. Recientemente se tituló como Maestra en Integración Económica por la Universidad de Sonora en México. Su interés de investigación es la economía digital en los países de Latinoamérica. La investigación más reciente es enfocada en el comercio electrónico en la Alianza del Pacífico, pues le motivan los procesos de integración económica digital. Actualmente iniciará el Doctorado en Desarrollo Regional del CIAD en México, para continuar con su línea de investigación.



How to Cite

Oviedo Facundo, M. del M., & Bocanegra Gastelum, C. O. (2023). Pacific Alliance: retail e-commerce and final consumers. RAN - Revista Academia & Negocios, 9(1), 1-12.



Research Article

Most read articles by the same author(s)