The current e-commerce trends in Colombia

In recent years, Colombia has experienced a significant surge in e-commerce activities,

redefining how consumers engage with the retail sector. This essay provides an in-depth
analysis of the current trends in Colombia e-commerce and what its future in the country
will possibly be like. “Nicolas Justiniano, Co-founder of Envíame, a multi-courier company
affiliated with the Colombian Chamber of Electronic Commerce (CCCE), shares seven e-
commerce trends in Colombia that will gain relevance in the coming year."

Metaverse and Augmented Reality: while this resource is used in some industries in
Latin America, only a few companies employ it in retail: Ripley, Falabella, and Mercado
Libre. In the coming year, various retailers and marketplaces will implement this new
technology in specific product catalogs.

Green Logistics and Sustainable Deliveries: companies are becoming increasingly

responsible for their carbon footprint. This is why e-commerce platforms, which generate a
significant amount of boxes and waste, are now investing in electric vehicles and recycling
point initiatives. In Latin America, the first initiatives are being developed by major
marketplaces.

Live Shopping: this year, some e-commerce platforms have implemented live shopping
and purchases through live broadcasts. In 2022, this type of shopping has been observed on
platforms such as Mercado Libre, Falabella, and Walmart, among others. By 2023, many
other e-commerce platforms will adopt this new trend.

Multicourier: this e-commerce logistics trend, born in China, is expanding in Latin

America with Envíame. Multicourier allows e-commerce platforms to automatically have
multiple couriers through a single integration, reducing delivery times, expanding coverage,
and offering multiple delivery options.

Cross-border: cross-border e-commerce represents more than 25% of online sales in Latin
America. While these types of purchases are made on platforms like Amazon, eBay, and
Alibaba, local marketplaces such as Mercado Libre, Linio, and Ripley are also adding
international catalogs.
Fullcommerce: fullcommerce is an omnichannel strategy that integrates all the services a
business needs to operate in the digital world. It manages everything from creating the
store, catalog management, and advertising optimization to day-to-day operations, content
management, and customer service. This allows the brand to focus on its business, product,
and offline expansion, leaving the day-to-day operations in the hands of an expert.

Conversational E-commerce: conversational commerce began with chatbots integrated

into the organization's website or app, but today, thanks to more innovative solutions based
on automation and Artificial Intelligence, it can be channeled through any communication
platform, including messaging apps like WhatsApp, Facebook Messenger, or Instagram.
This enables companies to contact their customers in the way that best suits their
preferences.

For example: Jumbo the Chilean supermarket it is a business to consumer e-commerce

(B2C), which also has a presence in our country and in Argentina, stands out as one of the
most important benchmarks in retail e-commerce. Competing with other major names like
Éxito and Mercado Libre, Jumbo's e-commerce offers a range of services and a notable
shopping experience like bot with information on frequently asked questions, configurable
delivery methods from the start, detailed product showcases, create shopping lists, etc.

While the current e-commerce trends in Colombia paint a promising picture, challenges
such as cybersecurity threats, logistical complexities, and the need for continuous
innovation persist. Looking forward, the future of e-commerce in Colombia appears bright,
with anticipated advancements in technology, enhanced customer experiences, and a deeper
commitment to sustainability.

In conclusion, Colombia e-commerce landscape is in the midst of a transformative

revolution, driven by current trends that underscore the nation rapid digital evolution. As
businesses and consumers navigate this dynamic environment, the future of e-commerce in
Colombia seems poised for sustained growth, innovation, and increased integration into the
global digital economy. Stakeholders must remain vigilant, adapt to emerging trends, and
seize the multitude of opportunities that the evolving e-commerce landscape in Colombia
presents.
 Bibliography

Martínez camilo (2021). Ejemplos de eCommerce B2C en Colombia: los mas exitosos.
Blacksip. https://content.blacksip.com/ejemplos-b2c-de-ecommerce-exitosos-en-colombia

CCCE (cámara colombiana de comercio electrónico). (2023). Ecommerce en Colombia:

¿Qué tendencias primaran en el 2023? https://www.ccce.org.co/noticias/ecommerce-en-
colombia-que-tendencias-primaran-en-el-2023/