Transformación digital y competitividad en microempresas comercializadoras de materiales de construcción en Guayaquil

Abstract

This research examines the impact of digital transformation on the competitiveness of micro-enterprises selling construction materials in Guayaquil, a city experiencing growing demands for technological adaptation in its dynamic business environment. The study is justified by the strategic role that companies play in the local economy; however, they lag in the technological sphere, which hinders their competitiveness. The overall objective was to analyse the relationship between digital adoption and competitiveness through three specific objectives: to determine the degree of technological incorporation, to evaluate the operational impact, and to identify barriers and opportunities. A quantitative approach was used, with a non-experimental, cross-sectional design. Fifty micro-enterprises were surveyed using non-probabilistic convenience sampling, and three micro-entrepreneurs were also surveyed. The results show that 86% of companies use basic systems, such as electronic invoicing, and more than 80% perceive an improvement in their competitiveness. However, obstacles such as a lack of training, resources, and resistance to change have been identified. It is concluded that digital transformation presents a key opportunity; however, institutional support, financing, and the development of digital skills are necessary to foster the sector's sustainable growth.