Resumo

OMANA-SILVESTRE, José Miguel; QUINTERO-RAMIREZ, Juan Manuel; AYLLON-BENITEZ, Julio César  e  GARCIA-MARTINEZ, René. Analysis of retail trade in the digital era. Impact on emerging economies. Koinonía [online]. 2026, vol.11, n.21, pp.99-120.  Epub 10-Jun-2026. ISSN 2542-3088.  https://doi.org/10.35381/r.k.v11i21.4941.

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.

Palavras-chave : Business competitiveness; e-commerce; emerging economies; retail trade; digital transformation..

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