E-commerce, Rival o Aliado para las Comercializadoras Textiles de Guayaquil

Translated title of the contribution: E-commerce, Rival or Ally for the Textile Marketers of Guayaquil

Roberto David Lopez Chila, Andrea Elizabeth Andrade Ávila

Research output: Chapter in Book/Report/Conference proceedingChapter


E-commerce from its beginnings has been catalogued as a tool that contributes to the development of companies. In Ecuador it has been reflected that, in 2018, E-commerce has managed to reach 80% of sales by electronic means, with most of this percentage attributed to the category of clothing purchases. The culture of online shopping in Ecuador is evolving, therefore, the present work has a focus on all those factors that are immersed in the growth and development of E-commerce, which generates in companies a maximization in their sales volumes and worldwide recognition through the correct implementation of marketing strategies. For the collection For the collection of information, 47 surveys were conducted to textile marketing companies in Guayaquil, the sample was extracted from the Superintendence of Companies. of Companies. The methodology implemented was analytical, quantitative and descriptive, quantitative and descriptive. Based on the results obtained from the surveys, it was evidenced that only 23% of the companies have implemented E-commerce in Guayaquil. implementation of E-commerce, where it is worth mentioning that this percentage is only percentage is only attributed to large companies, showing that it is necessary to promote the implementation of E-commerce in SMEs in the short or long term. E-commerce in the short or long term and the investment in training that will allow the SMEs to know the correct management of E-commerce, also managed to identify the advantages and disadvantages of acquiring products through online stores. of products through online or offline stores, additionally, it was observed that the future of these the future of these stores tend to converge, therefore the conclusions derived from the information the conclusions derived from the information obtained, E-commerce is an allied sales channel for textile retailers in Guayaquil.
Translated title of the contributionE-commerce, Rival or Ally for the Textile Marketers of Guayaquil
Original languageSpanish (Ecuador)
Title of host publicationCultura de Consumo y Tendencias de Marketing en Guayaquil
PublisherEditorial Universitaria Abya-Yala
Number of pages36
ISBN (Print)978-9978-10-421-7
StatePublished - 25 Jun 2020

CACES Knowledge Areas

  • 614A Commerce


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