Digital Disruption and Value Creation in Online Stores

The impact that the digital era has had in recent years has driven significant progress in organizations, enabling them to overcome obstacles and achieve success. The purpose of this study was to analyze how digital disruption impacts the generation of value in virtual stores in the city of Guayaquil- Ecuador. This research adopts a correlational approach and uses quantitative methods. The results reveal a Pearson correlation coefficient of 0.979, with a p-value of 0.001, which is less than the significance level of 0.05. This indicates that digital disruption impacts the creation of value in virtual stores. In this sense, addressing the challenges associated with digital disruption, even those that already exist, will deliver superior performance that takes full advantage of new technologies.