Análisis de las oportunidades que ofrece el e-commerce a las pequeñas empresas del cantón Durán

Abstract

The conducted research focused on analyzing e-commerce opportunities for small businesses in Durán. The primary objective of this study was to identify the opportunities that have emerged for small enterprises through the development of e-commerce in the region. The study adopted a mixedmethods approach (qualitative-quantitative), descriptive in nature, under an interpretative paradigm. Data collection techniques included surveys and interviews. A survey was administered to 383 residents of Durán via Google Forms. The findings revealed that the typical online buyer is predominantly male, aged between 18 and 35, with tertiary education; however, most respondents reported limited or no engagement in online purchasing. Concurrently, interviews highlighted that, in addition to common e-commerce challenges faced in other cities, Durán faces unique barriers such as unemployment and insecurity. Proposed strategies focus on reducing operational costs—for instance, adopting online stores to balance logistics expenses—promoting digital banking to facilitate online transactions, establishing secure delivery locations for both customers and sellers, and expanding market reach to nearby cities like Guayaquil or Samborondón.