Cultural Barriers: Trust and E-commerce Adoption.

In recent years, e-commerce has grown significantly in Colombia. More and more people are buying clothes, technology, food, and various services online. However, despite this growth, many people still distrust online shopping. This is mainly due to various cultural barriers related to security, payment methods, and traditional shopping habits. One of the main reasons many people don’t shop online is fear of fraud. In Colombia, there are numerous cases of digital scams, fake websites, and theft of banking information. This generates significant distrust, especially among older people who are not very familiar with technology. The fear of losing money or having their personal data misused discourages them from using e-commerce.

Another significant barrier is the preference for direct contact when shopping. Many people feel safer being able to physically see the product, talk to the seller, and pay in cash. In several regions of the country, shopping at neighborhood stores and local markets remains a deeply rooted tradition. This culture of in-person shopping leads many people to completely distrust digital platforms.

There are also problems related to payment methods. Although digital wallets, transfers, and cards exist today, not all Colombians have access to these options. Some people don’t have bank accounts or are wary of using cards online. Furthermore, cash on delivery remains one of the most common payment methods, demonstrating that there is still a fear of paying before receiving the product. Logistics and infrastructure also contribute to distrust of e-commerce. In some rural areas, deliveries take a long time or simply don’t arrive. This creates a negative user experience and reinforces the idea that online shopping is unreliable. When someone has a bad experience, they are very likely not to try it again.

Despite these hurdles, e-commerce in Colombia continues to grow thanks to technological advancements and generational shifts. Young people are increasingly confident in online shopping and are finding it easier to use apps, social media, and online platforms. Many companies are also strengthening their security systems, offering return policies, virtual customer service, and various payment methods to build consumer trust.

In summary, cultural barriers continue to influence the acceptance of e-commerce in Colombia. Fear of fraud, a preference for brick-and-mortar stores, distrust of digital payments, and logistical challenges are among the biggest obstacles. However, with increasing digital literacy, improved infrastructure, and enhanced platform security, e-commerce will continue to grow and gain the trust of Colombians.