Análisis del comercio minorista en la era digital. Impacto en economías emergentes
DOI:
https://doi.org/10.35381/r.k.v11i21.4941Palabras clave:
Competitividad empresarial, comercio minorista, e-commerce, economías emergentes, transformación digital, (Tesauro UNESCO).Resumen
El artículo tiene como objetivo analizar el impacto de la digitalización del comercio minorista en economías emergentes, considerando dimensiones como competitividad, empleo y capital humano, sostenibilidad/inclusión y estrategias de omnicanalidad. La metodología se basó en una revisión documental comparativa de estudios académicos, institucionales y sectoriales, con un proceso de síntesis iterativa y triangulación de fuentes para garantizar validez. Los resultados muestran que la digitalización impulsa la productividad, abre acceso a mercados globales y fomenta la inclusión financiera, aunque también incrementa desigualdades y riesgos regulatorios. El capital humano se reconoce como un factor crítico por la necesidad de nuevas competencias digitales, mientras que la omnicanalidad se consolida como estrategia decisiva para fortalecer la percepción de marca y fidelización. La digitalización del comercio minorista es un catalizador de transformación económica y social, pero su sostenibilidad depende de políticas inclusivas, reducción de brechas digitales y resiliencia empresarial.
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Derechos de autor 2026 José Miguel Omaña-Silvestre, Juan Manuel Quintero-Ramírez, Julio César Ayllon-Benítez, René García-Martínez
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