Arriaga, B.; Gómez, A.; Palacios, A.; Aliaga, W. - In: Journal of open innovation : technology, market, and … 11 (2025) 3, pp. 1-13
The rapid growth of e-Commerce in Latin America, driven by the increase in digital adoption among younger generations and accelerated by the COVID-19 pandemic, has reshaped how businesses engage with consumers. In Peru alone, the number of online shoppers increased by 131% between 2019 and 2021....