Análisis estratégico para la integración de comercio electrónico en negocios populares de alimentos al granel en Guayaquil

Abstract

This study analyzes the incorporation of e-commerce tools in popular businesses dedicated to the sale of bulk food products in the city of Guayaquil, with the aim of determining the level of adoption, identifying the main barriers that limit their implementation, and evaluating their potential impact on the management and competitiveness of these establishments. The research was conducted under an empirical, quantitative, and descriptive approach, with a non-experimental, cross-sectional design, based on surveys applied to owners and managers of popular businesses, which allowed the collection of direct and systematic information on the use of digital tools, existing limitations, and willingness to adopt them. The results show a limited and largely instrumental adoption of e-commerce, mainly focused on the use of social media platforms, instant messaging applications—especially WhatsApp Business—basic digital payment systems, and elementary commercial management tools. In addition, technological, economic, and organizational barriers were identified, particularly low digital literacy, limited technological training, lack of time to manage digital channels, and distrust of electronic payment systems. Businesses that have partially adopted these tools report improvements in commercial management, reflected in greater agility in order processing, more direct communication with regular customers, and increased visibility of the establishment. In conclusion, the progressive and strategic implementation of e-commerce tools represents a relevant opportunity to improve operational efficiency, strengthen customer relationships, and enhance the competitiveness.