Duarte Camacho says this continued expansion creates significant opportunities—but also raises customer expectations and intensifies competition. “E-commerce growth will increasingly be won or lost at the point where convenience, trust and payment choice come together,” said Jose Daniel Duarte Camacho. According to Duarte Camacho, merchants must localize the entire purchasing experience rather than simply translating their websites or displaying prices in another currency. Duarte Camacho cautions, however, that automation must be supported by reliable data and clear business objectives. “The strongest e-commerce companies will not necessarily be those with the most technology,” Duarte Camacho added.