Experts discussed the evolution of retail in response to the rise of e-commerce and the necessity of adopting an omnichannel strategy to remain competitive.

By ISABELLA CASTAÑEDA RODRÍGUEZ | EGADE BUSINESS SCHOOL 

E-commerce continues to grow, compelling businesses to adapt to strengthen their presence and maintain relevance in an increasingly competitive market.

In Territorio Negocios, Fabiola Vásquez, professor at EGADE Business School at Tecnológico de Monterrey, and Rebeca Gutiérrez, Director of E-commerce at Grupo Piagui, analyzed success stories of brands adapting to this landscape. 

The episode was hosted by Alicia Galindo, professor at EGADE Business School, who opened by highlighting that e-commerce has surpassed 25% of market share in recent years, according to Statista data. 

This growth is tied to changes in consumer behaviour: customers now value speed, accessibility, and the convenience that platforms provide. According to Gutiérrez, this shift has created opportunities for companies like Amazon and increased competition among brands. 

Although e-commerce is on the rise, Vásquez emphasized the importance of maintaining physical stores alongside it. “I believe omnichannel is no longer optional, it’s a requirement that consumers now expect,” she said. 

However, combining digital and physical retail operations presents sustainability challenges. Some companies are proposing alternatives, such as longer delivery times, to minimise underutilised transport, offering environmental benefits to customers in return.

To conclude the episode, both guests shared their recommendations for building a strong omnichannel presence, including understanding the customer, effectively managing data, and continually diversifying processes in response to market needs. 

This and other episodes of Territorio Negocios are available on Spotify, Apple Podcasts, Amazon Music, and YouTube.