Análisis del E-COMMERCE en el sector de calzado de la ciudad de Guayaquil

Abstract

The research analyzes e-commerce in the footwear sector in Guayaquil, focusing on online sales trends, consumer behavior, and optimization strategies. It uses a descriptive and quantitative methodology based on surveys of 383 footwear companies. 75% of these have integrated digital commerce, and consumers tend to buy several times a year, preferring local stores and valuing quality and promotions. The main concerns are incorrect sizing and product quality, while 95% consider return policies crucial. Although there are challenges such as logistics and customer loyalty, companies that implement effective digital strategies and improve the customer experience have a significant competitive advantage.