Retail on alert: How e-commerce Is redefining consumer behavior

E-commerce continues to transform the retail landscape, pushing companies to adapt to an increasingly digital environment. With sustained growth, technological advances, and drastic changes in consumer habits, ecommerce is establishing itself as a dominant channel that is redefining traditional commerce strategies. In this context, understanding new market dynamics becomes crucial for business leaders—especially in Latin America.

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E-commerce growth in Latin America and Argentina

In 2024, ecommerce sales in Latin America reached $194.7 billion, with projections estimating continued growth to surpass $269.8 billion by 2028. This momentum reflects a region that is becoming more connected, with consumers increasingly inclined toward digital solutions.

In Argentina, the figures are even more striking. According to the Argentine Chamber of Electronic Commerce (CACE), ecommerce grew by 248% during the first half of 2024 compared to the same period the previous year. Key drivers include the expansion of digital payment methods, improved logistics, and increased product availability online—even in traditionally offline sectors like supermarkets and pharmacies.

Adaptation and transformation: Success stories

Leading companies have recognized this shift and invested accordingly. MercadoLibre, with over 57 million active buyers in the region, has developed a comprehensive ecosystem that integrates ecommerce, logistics, and financial services. Its proprietary shipping network, combined with Mercado Pago, has enabled seamless and secure shopping experiences.

Another noteworthy case is Tiendanube, an ecommerce platform for SMEs, which in 2024 surpassed 120,000 active stores across Latin America—proving that digital transformation is not exclusive to major players.

In contrast, traditional companies that failed to adapt their digital strategies have lost competitiveness. Several regional supermarket chains and electronics retailers in Argentina have faced closures or restructurings due to declining foot traffic and a lack of integrated online solutions.

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Shifting consumer behavior

Today’s consumer is more demanding, informed, and multichannel. The shopping experience no longer begins and ends at the point of sale: it starts with online research, continues on social media, may conclude in-store or via an app, and extends into post-purchase support. According to Salesforce, 56% of consumers expect a personalized experience at every stage of the buying journey. Moreover, 81% research online before visiting a physical store—making a strong digital presence a basic requirement.

Another important trend is consumer awareness regarding price, sustainability, and transparency. In 2024, a report by The Australian Business Review revealed that 60% of shoppers prioritize brands they trust, even if it means paying a bit more. Digital trust and consistent brand communication across all channels are critical for customer loyalty.

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Challenges facing retail

Digital acceleration also brings challenges. Companies must invest in technology without compromising profitability, train their teams in new tools, and avoid friction across channels. Additionally, logistics and inventory management require more integrated planning to meet expectations of fast and error-free delivery.

In Latin America, many SMEs face the dilemma of how to go digital without losing their local identity or having the resources of major players. This is where accessible solutions come in, such as regional marketplaces, integrated logistics services, and cloud-based software that enable professional operations without high barriers to entry.

Key strategies for traditional retail

To remain competitive, brick-and-mortar retail must reinvent itself. Key strategies include:

• Integrating proprietary digital platforms: Owning a direct channel reduces dependency on third parties, enhances brand experience, and provides access to valuable customer data.
• Adopting AI and automation: From personalized recommendations to automated emails, these tools allow for scalable growth while maintaining personalized service.
• Reimagining physical stores: No longer just points of sale, stores should become spaces for experiences, product advice, and pickup. The “phygital” (physical + digital) concept is an increasingly popular trend.
• Embracing true omnichannel strategy: This means delivering consistent experiences across all touchpoints. If a customer starts shopping on Instagram, continues on the website, and picks up in-store, the process must be seamlessly integrated.
• Investing in digital marketing: Especially in SEO, content, social media, and performance. Being where users are—and delivering the right message—makes all the difference.

Conclusion

E-commerce is not a trend; it’s the backbone of modern consumption. Its evolution is forcing traditional retail to rethink itself from the ground up. Customer experience, operational efficiency, and technological integration are no longer competitive advantages—they’re basic requirements.

The companies that embrace this shift with strategic vision and a user-centered approach will lead the market. Those that don’t will be left behind in an ecosystem where the consumer no longer waits—they choose.