AI and Smart Supply Chains Reshape Central American Commerce

As retailers enter the most intense commercial period of the year, Central American commerce is undergoing rapid transformation driven by artificial intelligence, advanced analytics and smart supply chains. In this context, SAP outlines its vision for enabling companies across the retail ecosystem to maximize sales and elevate customer experience during Black Friday and the holiday season.

AI and Supply Chain Intelligence Shape Retail Performance

The final months of the year represent an operational and technological stress test for retailers and brands. According to SAP, technologies such as AI, predictive analytics and connected supply chains have become essential not only to support e-commerce but to strengthen the entire retail ecosystem.

This trend is particularly visible in Central America and the Caribbean, where Black Friday is gaining traction as a key engine of digital commerce. While comprehensive cross-country statistics are limited, regional studies show that this part of Latin America is among the fastest-growing in online retail, fueled by events like Black Friday and Cyber Monday. Companies operating in these markets are responding with faster logistics, diversified digital payment options and customer journeys tailored to increasingly mobile-first consumers.

Growing Digital Commerce Across the Region

Several markets reflect this growth.

• In Costa Rica, e-commerce reached an estimated US $6.4 billion in 2024, supported by a sustained annual growth rate of 13%, according to PCMI.
• Guatemala reported a digital commerce volume of US $2.7 billion in 2024, with projections of US $5.3 billion by 2027.
• In Panama, the market reached around US $2.6 billion and could double by 2030, based on Mordor Intelligence and Verified Market Research.
• Meanwhile, the Dominican Republic already records US $5.2 billion in online commerce, with a forecasted annual growth of 17% through 2027.

These figures confirm a structural shift: retail in Central America and the Caribbean is increasingly anchored in digital channels, pushing companies to modernize logistics, technology platforms and payment ecosystems.

AI Turns Supply Chain Pressure Into Opportunity

With demand surging, supply chains face their greatest test. For SAP, AI is no longer conceptual, it is an operational requirement. Solutions such as SAP Predictive Demand Planning and Predictive Replenishment help companies anticipate demand, optimize inventory and adjust logistics in real time.

“The key is not only managing peak events like El Buen Fin, but preparing the entire chain to operate with intelligence and anticipation. AI is now the foundation that allows digital and physical commerce to work as one,” emphasized Juan Manuel Vargas, General Manager and Enterprise Sales Director for SAP Central America and the Caribbean.

Case Study: Intelligent Logistics in Motion

A clear example of this transformation comes from Enlaces Terrestres Comerciales, S.A. de C.V., a Mexican logistics company within the PROAN group. With a fleet of more than 600 trucks distributing essential goods nationwide, the organization previously faced challenges integrating multiple systems and manual workflows.

By adopting SAP Cloud ERP Private through the RISE with SAP program, the company automated 85% of orders, calculated 90% of zone-based charges and increased on-time billing for short trips by 70%.

“The SAP Cloud ERP Private solution helps us optimize fleet administration, enabling more efficient and cost-effective transportation services,” said Bety González, CIO of the company.

What once required hours of coordination now happens within seconds on a unified platform connecting customers, operators and financial processes in real time.

Regional Comparisons and Evolving Retail Challenges

While markets like the United States and the United Kingdom have long relied on automation and AI for Black Friday, Central America and the Caribbean are quickly closing the gap. Yet, physical retail still accounts for roughly three-quarters of total sales, driving companies to adopt phygital strategies that merge online and in-store experiences.

This technological evolution brings benefits, and new risks. As experts warn, high-traffic shopping events increase vulnerability to digital fraud, pushing organizations to strengthen cybersecurity efforts and promote consumer education to maintain trust in online commerce.

“It’s not about managing peaks; it’s about building a chain that learns, adapts and responds before the customer is ready to buy,” Vargas concluded.

A Smarter Retail Landscape Ahead

Central America and the Caribbean are moving toward a more intelligent retail environment powered by data, AI and innovative logistics. Black Friday has become more than a discount period—it is a catalyst for strengthening digital ecosystems, improving operational efficiency and driving technological adoption across the region.