Cross-border e-commerce and consumer behavior in international markets

Infante Rivera L.J.; Pizarro Osorio G.R.; Salinas Loarte E.A.; Valles Medina V.M. · Clio. Revista de Historia, Ciencias Humanas y Pensamiento Critico. (2025) · DOI: 10.5281/zenodo.15453842

Resumen

Cross-border e-commerce, heir to historical market dynamics initiated with the Industrial Revolution, has reconfigured global economic relations, leading to digital technologies that interact with consumers. This research analyzes its impact in Latin America, exploring how colonial structures persist under new technological forms of e-commerce. Using a mixed qualitative and quantitative methodological approach, secondary data are examined, revealing that e-commerce platforms such as Amazon and Alibaba concentrate commercial power, marginalizing Latin American platforms due to logistical, technological, human, and regulatory gaps. The results reveal a 37% growth in the use of digital commerce in the region during the pandemic (CEPAL, 2022). Although the region has been subjected to neoliberal trade agreements, AI algorithms used in cross-border e-commerce reproduce historical hierarchies, disguising dependence under rhetoric of technological inclusion. The research proposes policies that balance technological innovation with equality, fostering local infrastructure and inclusive regulations to facilitate cross-border digital trade and prevent digital neocolonialism.

Instituciones: Universidad Nacional de Cañete; Universidad Nacional Intercultural de la Amazonia