Based on data from 12,309 internet users in 18 Latin American countries, the study examines how personal and structural factors influenced the use of e-commerce apps during the pandemic. Results show that interpersonal trust and social media use significantly increase the likelihood of adopting e-commerce platforms. Structural conditions—such as market size, consumer purchasing capacity, and commercial infrastructure—also positively affect usage, though more modestly. Market intensity, however, showed no significant impact.
Grounded in the UTAUT model, the findings suggest that digital adoption emerges from the interplay between what individuals believe and do, and the economic environments they inhabit. The study offers insights for businesses and policymakers seeking to strengthen digital ecosystems and expand access to online marketplaces in the region.