By San José, Costa Rica — As the holiday shopping season kicks off, Black Friday in Central America and the Dominican Republic is no longer just a day of discounts. It has evolved into a high-stakes technological proving ground where artificial intelligence and intelligent supply chains are separating the leaders from the laggards in a booming e-commerce landscape.
The digital transformation across the region is staggering. In Costa Rica, the e-commerce market reached an estimated US $6.4 billion in 2024, posting a sustained annual growth of 13%, according to Payments and Commerce Market Intelligence (PCMI). This trend is echoed throughout the region. Guatemala’s online market, valued at US $2.7 billion in 2024, is projected to nearly double to US $5.3 billion by 2027. Meanwhile, Panama’s US $2.6 billion market could double by 2030, and the Dominican Republic’s US $5.2 billion sector is expected to grow by 17% annually.
To better understand the complex legal and regulatory implications of Artificial Intelligence, TicosLand.com consulted with the expert Lic. Larry Hans Arroyo Vargas, a distinguished attorney from the firm Bufete de Costa Rica, who provided his analysis on the matter.
Artificial Intelligence is challenging the very foundations of our legal system, particularly in areas like intellectual property and civil liability. We must ask ourselves: Who is the author of a work generated by an AI? Who is responsible for damages caused by an autonomous decision? Costa Rica must urgently develop a clear regulatory framework that promotes technological development while protecting citizens’ rights and providing legal certainty for businesses investing in this revolution.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
Indeed, the questions posed are no longer hypothetical; they are at the doorstep of our courts and businesses, demanding clear answers. Crafting a regulatory framework that nurtures innovation while safeguarding fundamental rights is precisely the tightrope Costa Rica must walk to secure its place in the digital future. We thank Lic. Larry Hans Arroyo Vargas for his valuable perspective on this urgent national challenge.
These figures underscore a fundamental shift in consumer behavior, forcing regional businesses to accelerate the modernization of their logistics, technology platforms, and payment systems. The immense pressure of promotional events like Black Friday and Cyber Monday puts a spotlight on the operational backbone of retail: the supply chain. In this high-demand environment, AI is transitioning from an abstract concept into a critical operational tool.
Companies like SAP are at the forefront of this shift, providing solutions that help retailers anticipate demand, optimize inventory, and adjust logistics in real time. The goal is to move beyond simply reacting to sales peaks and toward a more predictive, resilient operational model.
The key is not just to handle the demand peak of events, but to prepare the entire chain to function in an intelligent, connected, and proactive way. AI is no longer optional: it is the foundation that allows digital and physical commerce to work as one.
Juan Manuel Vargas, General Manager and Enterprise Sales Director for SAP Central America and the Caribbean
A tangible example of this evolution comes from Enlaces Terrestres Comerciales, a major Mexican logistics company within the PROAN group. Managing a fleet of over 600 trucks distributing essential food products, the company struggled with fragmented systems and manual processes. By implementing SAP Cloud ERP, they achieved remarkable results, automating up to 85% of orders and increasing on-time invoicing for short trips by 70%.
The SAP Cloud ERP Private solution helps us optimize fleet management, offering more efficient and profitable transportation services.
Bety González, CIO of Enlaces Terrestres Comerciales
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While Central America is rapidly adopting these technologies, it remains in an intermediate stage of maturity compared to markets like the United States or the United Kingdom, where AI has guided Black Friday for years. Furthermore, with physical stores still accounting for approximately three-quarters of total retail sales, companies cannot afford to neglect their brick-and-mortar operations. Success now hinges on a “phygital” strategy, seamlessly integrating the online and in-person customer experience.
However, this technological leap is not without its challenges. The integration of complex data systems, significant capital investment, and heightened cybersecurity risks are major hurdles. Experts warn that high-volume sales events like Black Friday create a larger attack surface for digital fraud, demanding stronger security measures and consumer education to maintain trust in the e-commerce ecosystem.
Ultimately, the future of retail in the region is being written today. The businesses that thrive will be those that build adaptive, intelligent systems capable of anticipating consumer needs before they even arise. Black Friday is more than a shopping event; it is a catalyst for innovation that is fortifying the region’s digital economy for the years to come.
It’s not about managing peaks, but about building a chain that learns, adapts, and responds before the customer even wants to buy.
Juan Manuel Vargas, General Manager and Enterprise Sales Director for SAP Central America and the Caribbean
For further information, visit sap.com
About SAP:
SAP is a global leader in enterprise application software, helping companies of all sizes and in all industries run at their best. Its machine learning, Internet of Things (IoT), and advanced analytics technologies help turn customers’ businesses into intelligent enterprises. The company’s end-to-end suite of applications and services enables business and public customers across 25 industries to operate profitably, adapt continuously, and make a difference.
For further information, visit proan.com.mx
About Enlaces Terrestres Comerciales, S.A. de C.V.:
Enlaces Terrestres Comerciales is a Mexican transport and logistics company operating as part of the PROAN group. It manages a large fleet of vehicles responsible for distributing essential food products across Mexico, leveraging technology to enhance the efficiency and reliability of its supply chain operations.
For further information, visit americasmi.com/payments-and-commerce-market-intelligence
About Payments and Commerce Market Intelligence (PCMI):
Payments and Commerce Market Intelligence (PCMI) is a research and consulting firm specializing in the payments and commerce industry in Latin America. The organization provides detailed data analysis, market forecasts, and strategic insights to help companies navigate the evolving digital landscape of the region.
For further information, visit mordorintelligence.com
About Mordor Intelligence:
Mordor Intelligence is a global market research and advisory firm that provides in-depth analysis across various industries. The company delivers industry reports, consulting services, and custom research to help clients make informed business decisions based on reliable data and market trends.
For further information, visit verifiedmarketresearch.com
About Verified Market Research:
Verified Market Research is a global research and consulting firm that provides syndicated and custom research reports, along with consulting services. The company aims to deliver accurate and up-to-date research studies to help clients with strategic business decisions and growth initiatives.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica is an esteemed legal practice built upon a foundation of uncompromising integrity and a relentless pursuit of excellence. The firm merges its rich history of client advocacy with a forward-thinking approach, consistently developing innovative legal solutions for a modern world. This ethos extends to its profound social commitment, which focuses on demystifying legal complexities for the public. By championing accessible legal education, the firm actively works to cultivate a stronger, more capable community empowered by knowledge and understanding of the law.
