Breve revisión de la literatura del comercio electrónico y sus implicaciones económicas en el Ecuador
DOI:
https://doi.org/10.62451/rep.v2i1.40Keywords:
E-commerce, digitalización, consumidor, estrategiasAbstract
La economía digital ha redefinido el comercio, situando al e-commerce en la vanguardia de esta transformación. Desde sus inicios, basados en simples transacciones electrónicas, el e-commerce ha evolucionado hasta convertirse en un ecosistema que elimina barreras geográficas y temporales. Aunque ha potenciado la economía y el marketing, también ha presentado retos, especialmente en áreas como tributación y jurisdicción. El e-commerce, además, es una herramienta poderosa para analizar el comportamiento del consumidor y personalizar estrategias de marketing, beneficiándose de tecnologías y la digitalización de procesos. Desde una perspectiva legal, necesita un marco especializado para garantizar la seguridad y derechos en las transacciones digitales. En cuanto a su clasificación, diversas plataformas actúan como marketplaces, respaldadas por economías de escala y efectos de red, con modelos variados desde B2B hasta C2C. En el contexto ecuatoriano, el e-commerce ha mostrado un crecimiento robusto, con la penetración de internet y la influencia de las redes sociales como catalizadores. Sin embargo, para aprovechar al máximo su potencial, las empresas deben centrarse en estrategias que maximicen el valor del cliente en un entorno digital.
Palabras clave:
E-commerce, digitalización, consumidor, estrategias.
ABSTRACT
The digital economy has redefined commerce, placing e-commerce at the forefront of this transformation. From its beginnings, rooted in simple electronic transactions, e-commerce has evolved to become an ecosystem that eliminates geographical and temporal barriers. Although it has empowered the economy and marketing, it has also presented challenges, especially in areas such as taxation and jurisdiction. E-commerce is also a powerful tool for analyzing consumer behavior and personalizing marketing strategies, benefiting from technologies and the digitalization of processes. From a legal perspective, it requires a specialized framework to ensure security and rights in digital transactions. Regarding its classification, various platforms act as marketplaces, supported by economies of scale and network effects, with varied models ranging from B2B to C2C. In the Ecuadorian context, e-commerce has shown robust growth, with internet penetration and the influence of social media acting as catalysts. However, to fully harness its potential, businesses must focus on strategies that maximize customer value in a digital environment.
Keywords:
E-commerce, digitalization, consumer, strategies.
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