The effects of Covid-19 pandemic on e-commerce in the Pacific Alliance countries

Abstract

Purpose: The purpose of the article is to present the results of the analysis of the Covid 19 pandemic on digital commerce in the Pacific Alliance – PA- during the first 12 months. Methodology: The study is characterized as a descriptive qualitative study, where 9 specialists were interviewed. Later, their perceptions were tabulated and processed using Nvivo software, and these findings are presented in word clouds. Findings: Different digital buying and selling transactions depend on internet access and logistic coverage, revealing that rural areas face more significant restrictions. Additionally, the influence of commercial companies during the purchase process was observed, using digital tools to enhance product knowledge and optimize transactions with strategic allies such as Amazon, Mercado Libre, and Facebook, ranked in accordance with consumer awareness levels. Practical implications: E-COMMERCE during the first year had a rapid development driven by the limitations imposed to stop the advance of the pandemic. Originality/value: the study provides first-hand verification of the current situation of e-commerce in the AP, from the point of view of marketing experts.

Keywords

• pacific alliance
• electronic commerce
• covid-19
• pandemic