Estrategias de comercio electrónico en el sector comercial de la ciudad de Cañar

Abstract

E-commerce is an alternative that allows the promotion, marketing, and collection of products and/or services a company offers through different technological tools. In this sense, this study aims to analyze e-commerce strategies in the commercial sector of Cañar. The research is descriptive, with an explanatory level, quantitative approach, non-experimental, and cross-sectional design. The study population comprises 32 representatives of commercial establishments registered in the Cañar canton. It is evident that e-commerce is a way of online business transactions adopted by most commercial establishments in Cañar. This decision is linked to expanding the reach of business organizations and attracting many customers, as well as improving the efficiency and speed of the processes involved in the different operations of promotion, marketing, billing or collection. It was concluded that the e-commerce strategies used in Cañar’s commercial sector include promotion and advertising through social networks, customer service through live chats, online payments, and using an electronic wallet. The challenges are linked to the lack of resources to invest in implementing new systems that facilitate e-commerce, the lack of staff training, and the distrust of customers to provide personal information. Keywords: e-commerce, strategies, commercial, ICTs.