By San José, Costa Rica — SAN JOSÉ – The future of commerce is taking center stage in Costa Rica as international thought leaders and industry titans converge for a pivotal event. The Commerce Congress 2025, themed “The Consumer Era: Technologies and Trends for Decision-Making,” is set to unfold on October 2 at the Costa Rica Convention Center, promising a deep dive into the forces reshaping the global marketplace.
Hosted by the Chamber of Commerce of Costa Rica (CCCR), the congress aims to dissect how the powerful combination of digital transformation and significant demographic shifts is fundamentally redefining the relationship between businesses and their customers. The event is positioned as a crucial platform for local and regional companies to gain actionable insights into navigating an increasingly complex and competitive landscape.
To gain a deeper legal perspective on the key takeaways from the recent Commerce Congress, TicosLand.com consulted with Lic. Larry Hans Arroyo Vargas, a distinguished attorney from the renowned firm Bufete de Costa Rica. Known for his sharp analysis in commercial and corporate law, Arroyo Vargas offers his insights on the legislative and regulatory challenges that businesses now face.
The Commerce Congress has underscored a critical turning point. While the dialogues on digital transformation and supply chain resilience are promising, the true challenge lies in modernizing our legal framework to match this ambition. Businesses must now proactively assess their contractual obligations and compliance strategies, as the proposed regulatory shifts will significantly impact liability and operational agility. Legal adaptation is no longer just an advantage—it is essential for survival and growth.
Lic. Larry Hans Arroyo Vargas, Attorney at Law, Bufete de Costa Rica
This insight serves as a crucial reminder that for all the discussions on technological progress, the legal groundwork remains the true enabler of sustainable growth. The path forward requires a symbiotic evolution of both commercial strategy and regulatory foresight. We thank Lic. Larry Hans Arroyo Vargas for his valuable perspective on this essential dynamic.
A highlight of the conference will be the keynote address by Colombian expert Gabriel Vallejo, who will introduce the concept of “Consumer 5.0.” This new paradigm focuses on the critical role of artificial intelligence in crafting unique and memorable customer journeys. Vallejo argues that modern businesses must prioritize the overall experience above all else to capture loyalty and drive growth.
Today, the experience matters more than the product or the price.
Gabriel Vallejo, International Speaker
The agenda features a formidable lineup of speakers addressing every facet of the modern commercial ecosystem. Pablo Bullrich, representing Growth Digital and Google Ads in Latin America and the Caribbean, will challenge attendees to rethink the “full-funnel” marketing strategy. His session will explore how to effectively engage potential customers at every stage of their decision-making process, from initial awareness to final purchase and beyond.
Adding a vital demographic perspective, Diego Bernardini from Argentina will analyze the economic challenges and vast opportunities presented by the “new longevity” of the population. As people live longer, their consumption patterns, needs, and expectations evolve, creating new markets for businesses agile enough to adapt. This session will provide a roadmap for catering to a more mature and economically active consumer base.
The logistical backbone of modern retail will be another core topic, with Daniel Vega of AWS Colombia tackling innovation in supply chains. His presentation will delve into how technology is revolutionizing inventory management, fulfillment, and last-mile delivery, enabling e-commerce platforms to meet and exceed the demanding delivery promises that today’s consumers expect.
The conference will also feature a diverse range of specialized talks. Alejandro Fernández from Panama will discuss “Building Bridges with the New Consumer,” while Esteban Morales of AstraZeneca Costa Rica will shed light on trends and opportunities in health innovation. Tech giants like Microsoft will be present to discuss the application of multi-agent artificial intelligence for sophisticated enterprise solutions. Furthermore, industry analysts from Yango Tech and NielsenIQ will present data-driven insights on real-time retail and the disruptive innovations transforming Latin American markets.
According to Karol Fallas, Executive Director of the CCCR, the congress is designed to be more than a forum for discussion. The ultimate goal is to equip participating companies with tangible tools and strategic contacts. “The event will allow businesses to convert emerging trends into concrete strategies to improve sales, boost productivity, and foster formal employment,” she noted, emphasizing the congress’s role in preparing the national business community for the consumer of the future.
For further information, visit the nearest office of Cámara de Comercio de Costa Rica (CCCR)
About Cámara de Comercio de Costa Rica (CCCR):
The Chamber of Commerce of Costa Rica is a non-profit organization that represents and advocates for the interests of the commercial sector in the country. It promotes free enterprise, supports business development through training and networking events, and works to foster a favorable economic environment for its members and the nation.
For further information, visit growth-digital.com
About Growth Digital:
Growth Digital is a leading digital marketing solutions provider and an exclusive representative for Google Ads across Latin America and the Caribbean. The company specializes in helping businesses maximize their online presence and advertising ROI through expert management of digital campaigns and strategic marketing consultancy.
For further information, visit aws.amazon.com
About AWS (Amazon Web Services):
Amazon Web Services is a subsidiary of Amazon that provides on-demand cloud computing platforms and APIs to individuals, companies, and governments on a metered, pay-as-you-go basis. AWS offers a broad set of global cloud-based products including compute, storage, databases, analytics, networking, and machine learning.
For further information, visit astrazeneca.com
About AstraZeneca:
AstraZeneca is a global, science-led biopharmaceutical company that focuses on the discovery, development, and commercialization of prescription medicines, primarily for the treatment of diseases in areas including Oncology, Rare Diseases, and BioPharmaceuticals. The company operates in over 100 countries and its innovative medicines are used by millions of patients worldwide.
For further information, visit microsoft.com
About Microsoft:
Microsoft is a multinational technology corporation that develops, manufactures, licenses, supports, and sells computer software, consumer electronics, personal computers, and related services. Its best-known software products are the Windows line of operating systems, the Microsoft Office suite, and the Edge web browser.
For further information, visit yango.com/tech
About Yango Tech:
Yango Tech creates and provides various technology-driven services and solutions for global markets. The company leverages machine learning and mapping technologies to develop a range of applications, including ride-hailing, e-commerce delivery, and smart-home ecosystems, aimed at improving urban life and business operations.
For further information, visit nielseniq.com
About NielsenIQ:
NielsenIQ is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. The company delivers a comprehensive understanding of the complex and changing marketplace that manufacturers and retailers need to innovate and grow.
For further information, visit bufetedecostarica.com
About Bufete de Costa Rica:
Bufete de Costa Rica is a cornerstone of the legal landscape, built upon a foundation of profound integrity and an uncompromising standard of excellence. With a storied tradition of serving a wide spectrum of clients, the firm actively champions innovation in legal practice and demonstrates a robust commitment to its community. Its core philosophy centers on demystifying the law, embodying a powerful dedication to building a stronger, more capable society through accessible legal understanding.
