Challenges in the implementation of cross-border e-commerce strategies between Colombia and Venezuela.
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E-Commerce, Regulation, Markets, Cross-Border, Consumer, Technology.
This article exposes the main challenges faced by cross-border e-commerce between
Colombia and Venezuela, based on the technological, logistical, regulatory, economic and socio-
cultural conditions that limit the consolidation of this model of digital exchange. Despite the
potential of e-commerce to boost the economy of the area and overcome the barriers of traditional
physical commerce, the study shows that there are still many structural obstacles that hinder its
development. Among the most prominent are the great inequality of digital infrastructure, the
absence of regulatory harmonization, the almost zero logistical integration at border crossings
and the distrust of consumers and entrepreneurs to carry out international transactions. The
documentary review, complemented by surveys of actors operating in trade on both sides of the
border, showed that progress in the digitization of customs processes and technological
implementation between the two countries is uneven, which gives rise to gaps that hinder the
synchronization of platforms, the movement of goods and the use of standardized payment
systems. Also, Venezuela's economic instability, the partial dollarization of its market and the
scarce number of certified payment gateways makes them opt for informal methods such as
external transfers and cryptocurrencies, which increases financial risks and reduces the formality
of digital commerce. Logistics also represents a major challenge if we take into account that
border crossings work with manual procedures, long review times, and there is no traceability,
which affects the buyer's experience and the competitiveness of companies. Finally, the historical
commercial informality in the border area and the low digital literacy on the Venezuelan side
make it impossible for microenterprises to integrate into robust electronic platforms. In itself, the
results allow us to affirm that in order to promote cross-border e-commerce, joint work is
required between governments, institutions and companies that contributes to the development of
an adequate technological infrastructure, advances towards a coherent binational regulation,
promotes formalization and offers conditions of trust, stability and security that enable the
consolidation of a sustainable digital ecosystem for both nations.
Ballou, R. H. (2019). Logística: Administración de la cadena de suministro (5.ª ed.). Pearson Educación.
Cárdenas-García, F. M., Cañizares-Arévalo, J. de J., & Cárdenas-García, M. (2021). Enfoque teórico del aprendizaje andragógico modalidad educación a distancia, a partir del uso de TIC. Mundo FESC, 11(S2), 224-238. https://doi.org/10.61799/2216-0388.971
Cely-Cely, V. M., Carrillo-Estrada, M. D., y Rolón-Rodríguez, B. M. (2024). La evolución logística en las empresas. Reflexiones Contables, 7(2), 08-14. https://doi.org/10.22463/26655543.4540
Christopher, M. (2022). Logistics & supply chain management (7th ed.). Pearson.
Comisión Económica para América Latina y el Caribe. (2023). Panorama del comercio digital en América del Sur. Naciones Unidas.
Cortés-Miranda, L. A., Galeano-Solano, A. P., Nader-Sánchez, S. D., Saboyá-García, K. D., y Barrientos-Monsalve, E. J. (2020). Comercio electrónico en el sector artesanal en Norte de Santander. Reflexiones Contables, 3(2), 51-56. https://doi.org/10.22463/26655543.2904
Cristofani, M. A., González-Mendoza, J. A., & Vergel-Ortega, M. (2021). Reorganización empresarial de la industria cerámica de Norte de Santander, ante el cierre de la frontera colombo-venezolana. Mundo FESC, 11(s4), 56-70. https://doi.org/10.61799/2216-0388.933
Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-commerce and the importance of social presence. Omega: The International Journal of Management Science, 32(6), 407-424.
Gómez Moreno, J. A. (2023). Los límites de la regulación del comercio digital en América Latina. Revista de Derecho Económico, 80(1), 55-78.
Hernández, R., Fernández, C., & Baptista, P. (2020). Metodología de la investigación (7.ª ed.). McGraw-Hill.
Ibarra-Botello, N. F. (2019). Importancia de la logística de última milla como valor agregado en el comercio electrónico. Revista Investigación & Gestión, 2(2), 12-19. https://doi.org/10.22463/26651408.4309
Laudon, K. C., & Traver, C. G. (2022). E-commerce 2022: Business, technology, society (17th ed.). Pearson Education.
Linares Giraldo, M., Álvarez Suarez, Y. Y., & Sajonero Pallares, L. M. (2020). Internacionalización de las pymes desde la perspectiva de la aplicación de estrategias de marketing e inversión en desarrollo tecnológico. Visión Internacional (Cúcuta), 3(1), 50-61. https://doi.org/10.22463/27111121.3045
McKnight, D. H., Carter, M., & Thatcher, J. B. (2021). Trust in technology: Development of a trust-in-automation measure. Journal of the Association for Information Systems, 22(2), 330-356.
Meyer, J. W., & Rowan, B. (1977). Institutionalized organizations: Formal structure as myth and ceremony. American Journal of Sociology, 83(2), 340-363.
North, D. C. (1990). Institutions, institutional change and economic performance. Cambridge University Press.
Organisation for Economic Co-operation and Development. (2023). Digital trade in Latin America: Regulatory challenges and opportunities. OECD Publishing.
Salazar-Vergel, A., y Contreras-Cáceres, M. E. (2020). Inicios, desarrollo y auge de los negocios virtuales. Reflexiones Contables, 3(2), 57-67. https://doi.org/10.22463/26655543.2975
Tarazona-Quintero, A. P., y Gélvez-Corzo, S. A. (2020). La transformación del comercio internacional tras la desglobalización debido a la crisis del 2020. Revista Investigación & Gestión, 3(1), 6-15. https://doi.org/10.22463/26651408.4329
Turban, E., Outland, J., & King, D. (2024). Electronic commerce: A managerial and social networks perspective (10th ed.). Springer.
Venkatesh, V., Morris, M., Davis, G., & Davis, F. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
This article exposes the main challenges faced by cross-border e-commerce between
Colombia and Venezuela, based on the technological, logistical, regulatory, economic and socio-
cultural conditions that limit the consolidation of this model of digital exchange. Despite the
potential of e-commerce to boost the economy of the area and overcome the barriers of traditional
physical commerce, the study shows that there are still many structural obstacles that hinder its
development. Among the most prominent are the great inequality of digital infrastructure, the
absence of regulatory harmonization, the almost zero logistical integration at border crossings
and the distrust of consumers and entrepreneurs to carry out international transactions. The
documentary review, complemented by surveys of actors operating in trade on both sides of the
border, showed that progress in the digitization of customs processes and technological
implementation between the two countries is uneven, which gives rise to gaps that hinder the
synchronization of platforms, the movement of goods and the use of standardized payment
systems. Also, Venezuela's economic instability, the partial dollarization of its market and the
scarce number of certified payment gateways makes them opt for informal methods such as
external transfers and cryptocurrencies, which increases financial risks and reduces the formality
of digital commerce. Logistics also represents a major challenge if we take into account that
border crossings work with manual procedures, long review times, and there is no traceability,
which affects the buyer's experience and the competitiveness of companies. Finally, the historical
commercial informality in the border area and the low digital literacy on the Venezuelan side
make it impossible for microenterprises to integrate into robust electronic platforms. In itself, the
results allow us to affirm that in order to promote cross-border e-commerce, joint work is
required between governments, institutions and companies that contributes to the development of
an adequate technological infrastructure, advances towards a coherent binational regulation,
promotes formalization and offers conditions of trust, stability and security that enable the
consolidation of a sustainable digital ecosystem for both nations.
Ballou, R. H. (2019). Logística: Administración de la cadena de suministro (5.ª ed.). Pearson Educación.
Cárdenas-García, F. M., Cañizares-Arévalo, J. de J., & Cárdenas-García, M. (2021). Enfoque teórico del aprendizaje andragógico modalidad educación a distancia, a partir del uso de TIC. Mundo FESC, 11(S2), 224-238. https://doi.org/10.61799/2216-0388.971
Cely-Cely, V. M., Carrillo-Estrada, M. D., y Rolón-Rodríguez, B. M. (2024). La evolución logística en las empresas. Reflexiones Contables, 7(2), 08-14. https://doi.org/10.22463/26655543.4540
Christopher, M. (2022). Logistics & supply chain management (7th ed.). Pearson.
Comisión Económica para América Latina y el Caribe. (2023). Panorama del comercio digital en América del Sur. Naciones Unidas.
Cortés-Miranda, L. A., Galeano-Solano, A. P., Nader-Sánchez, S. D., Saboyá-García, K. D., y Barrientos-Monsalve, E. J. (2020). Comercio electrónico en el sector artesanal en Norte de Santander. Reflexiones Contables, 3(2), 51-56. https://doi.org/10.22463/26655543.2904
Cristofani, M. A., González-Mendoza, J. A., & Vergel-Ortega, M. (2021). Reorganización empresarial de la industria cerámica de Norte de Santander, ante el cierre de la frontera colombo-venezolana. Mundo FESC, 11(s4), 56-70. https://doi.org/10.61799/2216-0388.933
Gefen, D., & Straub, D. W. (2004). Consumer trust in B2C e-commerce and the importance of social presence. Omega: The International Journal of Management Science, 32(6), 407-424.
Gómez Moreno, J. A. (2023). Los límites de la regulación del comercio digital en América Latina. Revista de Derecho Económico, 80(1), 55-78.
Hernández, R., Fernández, C., & Baptista, P. (2020). Metodología de la investigación (7.ª ed.). McGraw-Hill.
Ibarra-Botello, N. F. (2019). Importancia de la logística de última milla como valor agregado en el comercio electrónico. Revista Investigación & Gestión, 2(2), 12-19. https://doi.org/10.22463/26651408.4309
Laudon, K. C., & Traver, C. G. (2022). E-commerce 2022: Business, technology, society (17th ed.). Pearson Education.
Linares Giraldo, M., Álvarez Suarez, Y. Y., & Sajonero Pallares, L. M. (2020). Internacionalización de las pymes desde la perspectiva de la aplicación de estrategias de marketing e inversión en desarrollo tecnológico. Visión Internacional (Cúcuta), 3(1), 50-61. https://doi.org/10.22463/27111121.3045
McKnight, D. H., Carter, M., & Thatcher, J. B. (2021). Trust in technology: Development of a trust-in-automation measure. Journal of the Association for Information Systems, 22(2), 330-356.
Meyer, J. W., & Rowan, B. (1977). Institutionalized organizations: Formal structure as myth and ceremony. American Journal of Sociology, 83(2), 340-363.
North, D. C. (1990). Institutions, institutional change and economic performance. Cambridge University Press.
Organisation for Economic Co-operation and Development. (2023). Digital trade in Latin America: Regulatory challenges and opportunities. OECD Publishing.
Salazar-Vergel, A., y Contreras-Cáceres, M. E. (2020). Inicios, desarrollo y auge de los negocios virtuales. Reflexiones Contables, 3(2), 57-67. https://doi.org/10.22463/26655543.2975
Tarazona-Quintero, A. P., y Gélvez-Corzo, S. A. (2020). La transformación del comercio internacional tras la desglobalización debido a la crisis del 2020. Revista Investigación & Gestión, 3(1), 6-15. https://doi.org/10.22463/26651408.4329
Turban, E., Outland, J., & King, D. (2024). Electronic commerce: A managerial and social networks perspective (10th ed.). Springer.
Venkatesh, V., Morris, M., Davis, G., & Davis, F. (2003). User acceptance of information technology: Toward a unified view. MIS Quarterly, 27(3), 425-478.
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