Transformación Digital como Motor de Crecimiento en la Gestión Empresarial de las Pymes de Guayaquil

E-commerce in Ecuador's textile sector has evolved significantly in recent years, driven by digitalization and the use of artificial intelligence (AI). This study analyzes the adoption of e-commerce in Ecuador's textile industry, highlighting the growth of online sales, the barriers faced by SMEs, and the impact of AI on consumer customization and logistics management. Despite progress in digital platforms, challenges persist such as lack of training, resistance to change, and implementation costs. Key digital marketing strategies and growth opportunities with AI are identified, such as customer service automation and inventory optimization. It concludes that digital transformation is critical to the industry's competitiveness, recommending financial incentives, digital training and consumer trust strategies.