Análisis del comercio minorista en la era digital. Impacto en economías emergentes
| Pages | 99-120 |
| Date | 01 January 2026 |
| Published date | 01 January 2026 |
| Author | José Miguel Omaña-Silvestre,Juan Manuel Quintero-Ramírez,Julio César Ayllon-Benítez,René García-Martínez |
| Subject Matter | Social Sciences |
Revista Arbitrada Interdisciplinaria KOINONIA
Año XI. Vol XI. N°21. Enero-Junio. 2026
Hecho el depósito de Ley: FA2016000010
ISSN: 2542-3088
FUNDACIÓN KOINONIA (F.K). Santa Ana de Coro. Venezuela.
José Miguel Omaña-Silvestre; Juan Manuel Quintero-Ramírez; Julio César Ayllon-Benít ez; René García-Martínez
99
https://doi.org/10.35381/r.k.v11i21.4941
Análisis del comercio minorista en la era digital. Impacto en economías
emergentes
Analysis of retail trade in the digital era. Impact on emerging economies
José Miguel Omaña-Silvestre
miguelom@colpos.mx
Colegio de Postgraduados, Texcoco, Estado de México
México
https://orcid.org/0000-0002-5356-549X
Juan Manuel Quintero-Ramírez
juan.quintero@secihti.mx
Secretaría de Ciencia, Humanidades, Tecnología e Innovación/Colegio de
Postgraduados, Texcoco, Estado de México
México
https://orcid.org/0000-0002-1040-2690
Julio César Ayllon-Benítez
ayllonjulio@hotmail.com
Tecnológico de Estudios Superiores de Valle de Bravo, Toluca, Estado de México
México
https://orcid.org/0000-0002-5051-5411
René García-Martínez
rgm1117@gmail.com
Tecnológico de Estudios Superiores de Valle de Bravo, Toluca, Estado de México
México
https://orcid.org/0000-0002-8756-2078
Recepción: 10 de agosto 2025
Revisado: 19 de octubre 2025
Aprobación: 26 de noviembre 2025
Publicado: 01 de enero 2026
Revista Arbitrada Interdisciplinaria KOINONIA
Año XI. Vol XI. N°21. Enero-Junio. 2026
Hecho el depósito de Ley: FA2016000010
ISSN: 2542-3088
FUNDACIÓN KOINONIA (F.K). Santa Ana de Coro. Venezuela.
José Miguel Omaña-Silvestre; Juan Manuel Quintero-Ramírez; Julio César Ayllon-Benít ez; René García-Martínez
100
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.
Descriptores: Competitividad empresarial; comercio minorista; e-commerce; economías
emergentes; transformación digital. (Tesauro UNESCO).
ABSTRACT
The article aims to analyze the impact of retail digitalization in emerging economies,
considering dimensions such as competitiveness, employment and human capital,
sustainability/inclusion, and omnichannel strategies. The methodology was based on a
comparative documentary review of academic, institutional, and sectoral studies, with an
iterative synthesis process and source triangulation to ensure validity. The results show
that digitalization boosts productivity, opens access to global markets, and fosters financial
inclusion, although it also increases inequalities and regulatory risks. Human capital is
recognized as a critical factor due to the need for new digital skills, while omnichannel
strategies have consolidated as decisive for strengthening brand perception and customer
loyalty. Retail digitalization is a catalyst for economic and social transformation, but its
sustainability depends on inclusive policies, reducing digital divides, and strengthening
business resilience.
Descriptors: Business competitiveness; e-commerce; emerging economies; retail trade;
digital transformation (UNESCO Thesaurus).
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