From ancestral knowledge to digital sales: analysis of the use of e-commerce in Amazonian indigenous communities in Peru

Background: We explored the factors that influence the adoption of e-commerce and its link to digital purchasing decisions in indigenous Amazonian communities in Peru. Method: A quantitative approach was applied, with a non-experimental design and explanatory scope, based on 301 people aged 18 to 35, residents of Bagua. Surveys were used to evaluate dimensions such as performance expectations, effort, social influence, facilitating conditions, means of payment, available technology, and product variety. Results: The findings revealed low adoption of e-commerce associated with structural and sociocultural barriers, including lack of connectivity, limited technological knowledge, and limited training opportunities. Social influence and perceived usefulness were identified as key elements in promoting the use of digital platforms. Conclusion: A significant association was found between technological access, product variety, and the decision to purchase digitally, suggesting the need for contextualised strategies that respect cultural identity and enhance local capacities as a way to promote a sustainable and inclusive digital transition in indigenous communities in the Peruvian Amazon.