Cross-border e-commerce has become a central force in shaping how goods, preferences, and economic decisions circulate in today’s digital environment. In Latin America, platforms such as Shein, Temu, and AliExpress have reshaped retail dynamics by combining flexible production systems, extremely competitive pricing, and logistical models that operate outside traditional import structures. Their growth is driven by consumers who increasingly rely on mobile shopping, trust digital payment methods, and seek affordable variety. These platforms function as global ecosystems coordinated through data, algorithms, and continuous interaction between suppliers and buyers, allowing them to adjust quickly to shifts in demand and introduce new products at unprecedented speed. This transformation, however, has exposed structural weaknesses in regional industries. The rise of low-value international shipments reduces regulatory visibility and gives foreign platforms logistical advantages that local businesses cannot match. As consumer habits shift toward accessible global alternatives, traditional retailers face declining competitiveness and diminished visibility. This article examines these dynamics through a comprehensive analysis, showing how cross-border platforms are redefining competitiveness, restructuring value chains, and reshaping consumption patterns across Latin America. The findings indicate that Shein, Temu, and AliExpress are not just influencing retail—they are altering the deeper architecture through which the region produces, governs, and participates in the digital global economy.