Pacific Alliance: retail e-commerce and final consumers

Abstract

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.