Análisis de las estrategias del comercio electrónico realizado en el sector textil en Guayaquil.

Abstract

The present investigation called Analysis of the strategies of electronic commerce carried out in the textile sector in Guayaquil was developed with the objective of carrying out an analysis of small and medium-sized companies in the textile industry and determining how ecommerce strategies allowed them to remain in the market. market within the context of the Covid 19 pandemic. As a result, it was found that the textile sector represented 0.77% of GDP between 2016 and 2020; but it decreased in the last year by 10.17 percentage points in relation to 2019, as a result of the closure of businesses due to the lack of technological innovation. In addition, those that had a corporate image, security of digital environments, databases of potential clients, online communication channels and loyalty strategies for a properly segmented market were able to survive the confinement, despite not being able to open their stores. physical stores, as they remained positioned in the minds of consumers. As a result of measuring the impact of e-commerce strategies on consumer preferences through the hypotheses, the null hypothesis was rejected, so it can be indicated that these strategies did have a positive impact.