Keywords
e-commerce
digital marketing
Mercado Livre
How to Cite
Abstract
Purpose –To analyze how e-commerce platform characteristics influence online sales, focusing specifically on Mercado Libre and the fourth-generation Echo Dot (Alexa).
Theoretical framework – The study is grounded in e-commerce and online consumer behavior theories and examines variables such as seller reputation, price, electronic word-of-mouth (eWOM), discounts, product description, and availability.
Design/methodology/approach – An explanatory research design was employed using mixed methods and a retrospective approach. A total of 128 product listings were analyzed using a robust Poisson regression model.
Findings – Product price, textual description, and available units have a significant impact on online sales. Conversely, seller reputation, eWOM volume, and discounts did not demonstrate a significant relationship within this specific context.
Practical and social implications of the research – This study contributes to the literature on e-commerce in Latin America, a historically under-researched region. It provides a perspective based on observable variables, thereby complementing previous studies. Practical implications include actionable strategies for optimizing product presentation, pricing, and inventory management in emerging markets such as Colombia.
Originality/value – The research provides empirical evidence regarding the relative importance of distinct e-commerce platform characteristics within a Latin American context. The methodological focus on directly observable variables offers a novel perspective in the field. These findings are highly valuable for sellers and e-commerce platform managers operating in emerging markets.
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