Estrategias de comercio electrónico como herramienta de internacionalización para PYMES del sector gráfico en Guayaquil

Abstract

This study analyzes how small and medium-sized enterprises (SMEs) in the graphic sector in Guayaquil can use e-commerce as a strategy to expand into international markets. In an increasingly digital environment, these companies must adapt to improve their visibility, broaden their reach, and remain competitive. The research addresses topics such as the use of digital platforms, barriers to internationalization, training in technological tools, and online positioning strategies. A mixed methodology was applied, with a descriptive approach and a non-experimental design. Surveys were conducted with 30 representatives of graphic SMEs in Guayaquil, along with semi-structured interviews with 3 industry experts. The results show a growing use of social media and digital tools, although significant limitations remain in knowledge of international regulations, payment methods, and access to specialized guidance. While there is interest in expanding into other markets, many companies still lack well-defined strategies and sufficient resources. The conclusion is that e-commerce represents a true avenue for internationalization for SMEs in Guayaquil. To take advantage of it, it is necessary to overcome limitations in terms of regulatory knowledge, payment methods, and specialized advice. Only through ongoing training, strategic planning, and the support of recognized certifications will these companies be able to sustainably consolidate their presence in international markets.