Success in e-commerce lies in developing strategies with a clear purpose that goes beyond mere transactions, aligning technological decisions with enduring principles and customer needs. According to Cometto—dean of the School of Management and Social Sciences—examples such as Amazon and the D2C model demonstrate how personalizing offerings and strengthening relationships can improve profitability and impact.
For small and medium-sized enterprises (SMEs), technology should be a means of achieving goals that reflect their business purpose. For example, companies with social or environmental commitments can set themselves apart by investing in sustainable processes.
Dr. Teresa Cometto quotes Marcel Mordezki, MBA—an associate professor of Organizational Behavior and Human Resources at ORT—who emphasizes that effective strategies are built on unchanging pillars, such as those of Amazon: low prices, a wide selection, and efficient delivery.
In Latin America, cultural and economic barriers—such as the preference for cash among low-income sectors—highlight the need for strategies that combine technological innovation with cultural change. Furthermore, inefficient B2B processes present an opportunity for digitization and automation, optimizing operations and improving the customer experience.
Digital transformation involves not only adopting technology, but also a profound cultural shift.
While large companies face resistance to change, startups and family-owned businesses must overcome a lack of technological resources. This challenge also extends to employees, who need to develop adaptive skills through continuous learning.
Artificial intelligence is a tool that can revolutionize processes and personalize interactions, provided that its implementation adheres to ethical principles and fosters customer trust. Similarly, digital payment systems, such as virtual wallets and open banking, are transforming financial inclusion in the region, although they require incentives to promote their sustainable adoption.
In short, digital transformation must go beyond tools, focusing instead on purpose-driven leadership, building authentic relationships, and making a positive impact on people and society.
Teresa Cometto holds a Ph.D. in Business Administration from the Polytechnic University of Madrid (Spain) and a degree in Pharmaceutical Chemistry from the University of the Republic (Uruguay). She is a professor of marketing and dean of the School of Business and Social Sciences at Universidad ORT Uruguay.