This period has been adjusted to take into account the consolidation of AI-based technologies and efficient supply chains to create a new trade map in Latin America.
At the beginning of the season with the highest concentration of commercial transactions of the year, SAP presents its vision and recommendations for companies in the retail sector, as well as for brands and technology allies, to maximize sales and provide the best customer experience during Black Friday and the end of the year holidays.
This period represents a challenge of high operational and technological performance, where artificial intelligence (AI), advanced analytics and intelligent supply chains become the pillars that support the competitiveness of Mexican trade.
At this stage, artificial intelligence and supply chain optimization are becoming key elements not only to sustain e-commerce, but also to strengthen the entire retail ecosystem that drives the national economy.
In Central America and the Caribbean, Black Friday is quickly gaining traction as a key driver of e-commerce and dynamic retail in the region. Although there are no uniform public figures that cover all countries, Latin American studies agree that this area is one of the fastest growing in online commerce, thanks to the adoption of promotional events such as Black Friday and Cyber Monday.
Companies operating in the region are adjusting their strategies to offer a more flexible experience – from streamlined logistics to multiple digital payment options – to capture the increasingly mobile-centric, value-seeking and connected consumer.
In countries like Costa Rica, where e-commerce will reach an estimated US$6.4 billion in 2024, the Black Friday event is consolidating as a pivotal moment for digital and physical retail.
According to a report by Payments and Commerce Market Intelligence (PCMI), the Costa Rican market is experiencing steady growth of 13% annually, driven by the adoption of online commerce and digital payments.
A similar trend can be seen in Guatemala, where e-commerce reached US$2.7 billion in 2024, with a forecast of US$5.3 billion by 2027, according to PCMI data. According to Mordor Intelligence and Verified Market Research, the market in Panama has reached approximately US$2.6 billion and could double by 2030. In the Dominican Republic, e-commerce is already worth $5.2 billion, with a projected 17% annual growth through 2027, according to PCMI.
These figures confirm that digital commerce is consolidating as a structural component of retail in Central America and the Caribbean, where companies are accelerating the modernization of their supply chains, technology platforms and payment methods to serve increasingly digital and connected consumers.
In times of high demand, the supply chain is put to the test. Here, artificial intelligence ceases to be an abstract concept and becomes an operational tool.
SAP has developed solutions such as SAP Predictive Demand Planning and Predictive Replenishment that forecast demand, optimize inventory and adjust logistics routes in real time.
“The key is not only to meet the peak demand at events like El Buen Fin, but to prepare the whole chain to work smartly, in connection and in anticipation. AI is no longer optional: it is the foundation that enables digital and physical commerce to work as one,” said Juan Manuel Vargas, general manager and director of SAP Enterprise Sales in Central America and the Caribbean.
Case study: smart logistics on wheels
A good example is Enlaces Terrestres Comerciales, SA de CV, a Mexican transport and logistics company of the PROAN group. With more than 600 trucks transporting essential products across the country, the organization faced the challenge of integrating multiple systems and manual processes.
By adopting an architecture based on SAP Cloud ERP Private as part of the RISE with SAP program, they were able to automate up to 85% of orders, settle 90% of field-specific fees and increase on-time invoicing for short trips by 70%.
“The SAP Cloud ERP Private solution helps us optimize fleet management by offering more efficient and profitable transportation services,” said Betty Gonzalez, the company’s IT director.
Today, all operations are managed from a single platform that connects customers, operators and financial processes in real time. What used to take hours of manual coordination now happens in seconds.
Regional comparisons and future challenges
In markets like the United States or the United Kingdom, automation and artificial intelligence have ruled Black Friday for years. Central American and Caribbean countries, although in the middle stage of maturity, have accelerated the adoption of technology: the jump in digital sales confirms this.
However, physical commerce still accounts for three-quarters of the total, forcing companies to integrate both worlds. A digital strategy that combines online and in-person experiences is set as the new standard.
AI and smart chains bring benefits, but also challenges: data integration, investment and cybersecurity. In Central America and the Caribbean, experts warn that high-consumption events such as Black Friday also increase exposure to digital fraud attempts, requiring increased cybersecurity measures and consumer education to maintain trust in e-commerce.
“It’s not about peak management, it’s about building a chain that learns, adapts and responds to how the customer wants to buy,” concludes Vargas.
Central America and the Caribbean are moving towards smarter trade, where data, artificial intelligence and logistics innovation are consolidating as pillars of competition and growth. Black Friday is not only a season of discounts, but also an opportunity for the region’s markets to strengthen their digital ecosystem, increase operational efficiency and establish leadership in the application of technology applied to consumption.
