Incidencia de la Transformación Digital en las Estrategias de Comercio Electrónico de las PYMES en Guayaquil

Jorge Izaguirre; Ernesto Rangel

doi:10.18050/eduser.v12n1a3

Autores/as

Jorge Izaguirre Universidad Internacional del Ecuador https://orcid.org/0000-0001-5178-8641
Ernesto Rangel Universidad Internacional del Ecuador https://orcid.org/0000-0002-3003-3431

DOI:

https://doi.org/10.18050/eduser.v12n1a3

Palabras clave:

transformación digital, comercio electrónico, estudio cualitativo, categorías emergentes.

Resumen

The technological development and the corresponding change in consumer requirements and aspirations have created the need for companies to reinvent their processes through the movement known as digital transformation. In Ecuador, more than 90% of companies fall into the category of Small and Medium-sized Enterprises (SMEs), which face barriers such as limited capital and a lack of digital skills, putting them at a disadvantage when competing in increasingly demanding markets. This research aims to analyze the impact of digital transformation on the e-commerce strategies of SMEs. A qualitative approach with inductive logic and a phenomenological design was used, based on seven in-depth interviews with SME owners and managers in Guayaquil. The data were analyzed through thematic coding supported by the Notebook LM software. The results revealed five emerging categories: company profile and context, digital strategies and tools, impact of digital transformation, competitive advantage and positioning, and future vision and development. The respondents emphasized their reliance on digital marketing to boost sales and foster customer loyalty. The authors conclude that, although SMEs actively engage in digitalization through the use of digital marketing, there are still barriers preventing the deep adoption of digital transformation.

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Biografía del autor/a

Ernesto Rangel, Universidad Internacional del Ecuador

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