Análisis de Estrategias Comerciales para Impulsar el Comercio Electrónico del Sector Alimenticio en Guayaquil, Post COVID 19, Año 2021

Abstract

The following investigation analyzes the commercial strategies that the big industries like supermarket chains used to promote the use of online applications to distribute their products in the city of Guayaquil. Due to the number of restrictions imposed by the president. of Ecuador during the pandemic the ways of purchasing essential products changed giving a resounding turn in some establishments. E-commerce has become important for large supermarket chains and for customers that had fear of being infected with covid-19 , in addition to the different restrictions imposed by the government and not being allowed to go and search for products physically in the establishments, giving reasons to many customers to opt for the acquisition of products through applications, being this a new alternative of purchasing and reaching new customers who weren’t able to acquire the same using the home delivery strategy. The methodology used in this research was descriptive, using tools such as interviews with experts and surveys with large supermarket chains who also qualified their customers and made E-commerce known through applications during the pandemic. The results showed that the pandemic and the restrictions were a motivation that promoted E-commerce in Ecuador and in the food industry such as the large supermarket chains in which they engaged their potential customers for future loyalty using these commercial strategies to promote the electronic commerce through out applications.