Incidencia de la digitalización en la productividad de establecimientos de comercio al por menor en la parroquia San Ignacio de Loyola – Solanda – Quito, periodo 2023-2024

Abstract

This study analyzed the incidence of digitalization on the productivity of retail establishments in Solanda, Quito, during 2023-2024. It aimed to understand how the adoption of digital technologies impacts operational efficiency, profitability, and customer satisfaction. Using a descriptive-correlational quantitative approach, structured surveys were applied to 68 selected establishments. The results show the adoption of digital technologies, with digital marketing tools (social media) and e-commerce standing out in importance. Digitalization is positively correlated with improvements in productivity, operational efficiency, and financial management. However, barriers such as lack of financial resources and complex digital skills were identified. The conclusions indicate that digitalization is important for improving business competitiveness and efficiency. It is recommended to strengthen technological infrastructure, offer continuous training, facilitate access to financing, develop integrated digital strategies, promote a culture of innovation, and establish monitoring and evaluation systems to optimize the impact of digitalization.