The Rapid Emergence of Electronic Commerce in a Developing Region: The Case of Spanish-Speaking Latin America

In several respects, Spanish-speaking Latin America appears to be a "fast follower" of electronic commerce, i.e. a region of the developing world that is capable of relatively rapid adoption of e-commerce technologies and business models. The region has one of the world's fastest- growing rates of growth of Internet connectivity, and demand for information technology is soaring. The telecommunications infrastructure is improving and access costs are declining. Business and technological information from North America and Europe is readily available. However, certain structural and cultural characteristics are shaping the ways in which e-commerce can drive economic renewal in Spanish-speaking Latin America. These characteristics include a relatively weak technological and educational infrastructure, highly skewed distribution of income within national populations, scarcity of capital for new ventures, a traditional business culture that does not place high value on market responsiveness or customer service, and a policy and legal system that requires retrofitting. Nevertheless, the connectivity boom in the region has generated an array of e-commerce opportunities that are attracting many contenders from within and outside the region. This paper surveys recent research on the emergence of e- commerce in Spanish-speaking Latin America and describes the challenges facing this region as it enters the network economy.