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The Latin American digital marketplace market is expanding steadily, fueled by the rapid growth of online stores across the region. Companies like H&M, which are strategically increasing their presence through both physical stores and online platforms, are playing a key role in this expansion. As internet access improves and consumer preferences evolve, digital platforms become vital for brands to reach new markets. However, the sector faces challenges related to cybersecurity, as concerns about privacy breaches and financial risks discourage consumers from engaging fully with online platforms. This reduced trust limits the potential for further market growth. Additionally, as data breaches and fraudulent activities occur, they damage the reputation of digital marketplaces, further deterring consumer and business participation.