<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>0124-7913</journal-id>
<journal-title><![CDATA[Bitácora Urbano Territorial]]></journal-title>
<abbrev-journal-title><![CDATA[Bitácora Urbano Territorial]]></abbrev-journal-title>
<issn>0124-7913</issn>
<publisher>
<publisher-name><![CDATA[Universidad Nacional de Colombia, sede BogotáInstituto de Investigaciones Hábitat, Ciudad y Territorio]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S0124-79132022000200101</article-id>
<article-id pub-id-type="doi">10.15446/bitacora.v32n2.99055</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[Comercio electrónico mediante WhatsApp Análisis del "Mall Virtual a un Click" desarrollado por migrantes en Chile]]></article-title>
<article-title xml:lang="en"><![CDATA[E-commerce via WhatsApp: Analysis of the "One-Click Virtual Mall" developed by migrants in Chile]]></article-title>
<article-title xml:lang="pt"><![CDATA[E-commerce via WhatsApp: Análise do "One-Click Virtual Mall" desenvolvido por migrantes no Chile]]></article-title>
<article-title xml:lang="fr"><![CDATA[Commerce électronique via WhatsApp: analyse du "One-Click Virtual Mall" développé par des migrants au Chili]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ramírez González]]></surname>
<given-names><![CDATA[Catalina]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Ojeda Ledesma]]></surname>
<given-names><![CDATA[Lautaro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Margarit]]></surname>
<given-names><![CDATA[Daisy]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Jirón]]></surname>
<given-names><![CDATA[Paola]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Imilan]]></surname>
<given-names><![CDATA[Walter Alejandro]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Autónoma  ]]></institution>
<addr-line><![CDATA[Barcelona ]]></addr-line>
<country>Spain</country>
</aff>
<aff id="Af2">
<institution><![CDATA[,Universidad de Valparaíso  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<aff id="Af3">
<institution><![CDATA[,Universidad de Santiago de Chile  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<aff id="Af4">
<institution><![CDATA[,Universidad de Chile  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Chile</country>
</aff>
<aff id="Af5">
<institution><![CDATA[,Universidad Central  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Colombia</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>08</month>
<year>2022</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>08</month>
<year>2022</year>
</pub-date>
<volume>32</volume>
<numero>2</numero>
<fpage>101</fpage>
<lpage>113</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_arttext&amp;pid=S0124-79132022000200101&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_abstract&amp;pid=S0124-79132022000200101&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://www.scielo.org.co/scielo.php?script=sci_pdf&amp;pid=S0124-79132022000200101&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[Resumen El artículo problematiza la digitalización de la venta de pequena escala, a partir de las restricciones de movilidad frente a la expansión del COVID-19 en la ciudad de Santiago. El caso estudiado es el "Mall virtual a un click", una iniciativa gestionada por organizaciones de emprendedores migrantes colombianos en Chile. La propuesta usó los grupos masivos en WhatsApp como una vitrina digital que les permitió seguir vendiendo, pese a las restricciones que les impidieron seguir desarrollando ventas en ferias de emprendedores. La investigación registrò, mediante etnografía digital, las interacciones del grupo de emprendedores entre los meses de mayo y septiembre de 2021 y se complementó el análisis con una encuesta on-line y entrevistas en profundidad. El estudio analizó las movilidades e identificó un continuo entre la presencia en el espacio on-line de promoción de los productos y el lugar en la ciudad desde el cual se genera la comercialización, especificamente desde la vivienda como punto de partida del proceso. Asi, la venta digital estudiada evidencia la reproducción de las desigualdades socioespaciales, más allá del alcance ilimitado que podria ofrecer el comercio electrónico a los clientes.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[Abstract The article problematises the digitalisation of small-scale sales, based on mobility restrictions in the face of the expansion of COVID-19 in the city of Santiago. The case studied is the "Mall virtual a un click", an initiative managed by organisations of Colombian migrant entrepreneurs in Chile. The proposal used mass groups on WhatsApp as a digital showcase that allowed them to continue selling, despite the restrictions that prevented them from continuing to develop sales at entrepreneurial fairs. The research recorded, through digital ethnography, the interactions of the group of entrepreneurs between May and September 2021 and complemented the analysis with an online survey and in-depth interviews. The study analysed mobilities and identified a continuum between the presence in the online space for the promotion of products and the place in the city from which marketing is generated, specifically from the home as the starting point of the process. Thus, the digital sale studied evidences the reproduction of socio-spatial inequalities, beyond the unlimited reach that e-commerce could offer to customers.]]></p></abstract>
<abstract abstract-type="short" xml:lang="pt"><p><![CDATA[Resumo O artigo problematiza a digitalização das vendas em pequena escala, com base nas restrições de mobilidade face à expansão da COVID-19 na cidade de Santiago. O caso estudado é o "Mall virtual a un click", uma iniciativa gerida por organizações de empresários migrantes colombianos no Chile. A proposta utilizou grupos de massa no WhatsApp como uma montra digital que lhes permitiu continuar a vender, apesar das restrições que os impediram de continuar a desenvolver as vendas em feiras empresariais. A investigação registou, através da etnografia digital, as interacções do grupo de empresários entre Maio e Setembro de 2021 e acrescentou a análise com um inquérito online e entrevistas em profundidade. O estudo analisou as mobilidades e identificou uma continuidade entre a presença no espaço online para a promoção de produtos e o lugar na cidade a partir do qual o marketing é gerado, especificamente a partir de casa, como ponto de partida do processo. Assim, a venda digital estudada evidencia a reprodução das desigualdades sócio-espaciais, para além do alcance ilimitado que o comércio eletrônico poderia oferecer aos clientes.]]></p></abstract>
<abstract abstract-type="short" xml:lang="fr"><p><![CDATA[Résumé L'article problèmatise la numérisation des ventes à petite échelle, basée sur les restrictions de mobilité face à l'expansion de COVID-19 dans la ville de Santiago. Le cas étudié est le «Mall virtual a un click», une initiative gérée par des organisations d'entrepreneurs migrants colombiens au Chili. La proposition a utilisé les groupes de masse sur WhatsApp comme une vitrine numérique qui leur a permis de continuer à vendre, malgré les restrictions qui les empêchaient de continuer à développer les ventes dans les foires aux entrepreneurs. La recherche a enregistré, par ethnographie numérique, les interactions du groupe d'entrepreneurs entre mai et septembre 2021 et a complété l'analyse par une enquête en ligne et des entretiens approfondis. L'étude a analysé les mobilités et identifié un continuum entre la présence dans l'espace en ligne pour la promotion des produits et le lieu dans la ville à partir duquel le marketing est généré, plus précisément à partir du domicile comme point de départ du processus. Ainsi, la vente numérique étudiée met en évidence la reproduction des inégalités socio-spatiales, au-delà de la portée illimitée que le commerce électronique pourrait offrir aux clients.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[comercio electrónico]]></kwd>
<kwd lng="es"><![CDATA[desigualdad socioespacial]]></kwd>
<kwd lng="es"><![CDATA[comercio informal]]></kwd>
<kwd lng="es"><![CDATA[migración]]></kwd>
<kwd lng="es"><![CDATA[COVID-19]]></kwd>
<kwd lng="en"><![CDATA[social media commerce]]></kwd>
<kwd lng="en"><![CDATA[socio-spatial inequality]]></kwd>
<kwd lng="en"><![CDATA[informal commerce]]></kwd>
<kwd lng="en"><![CDATA[migration]]></kwd>
<kwd lng="en"><![CDATA[COVID-19]]></kwd>
<kwd lng="pt"><![CDATA[comércio eletrônico]]></kwd>
<kwd lng="pt"><![CDATA[desigualdade sócio-espacial]]></kwd>
<kwd lng="pt"><![CDATA[comércio informal]]></kwd>
<kwd lng="pt"><![CDATA[migração]]></kwd>
<kwd lng="pt"><![CDATA[COVID-19]]></kwd>
<kwd lng="fr"><![CDATA[commerce électronique]]></kwd>
<kwd lng="fr"><![CDATA[inégalité socio-spatiale]]></kwd>
<kwd lng="fr"><![CDATA[commerce informel]]></kwd>
<kwd lng="fr"><![CDATA[migration]]></kwd>
<kwd lng="fr"><![CDATA[COVID-19]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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