Análisis del nivel de digitalización de los emprendimientos en el Ecuador, caso de estudio del comercial Tiñe , en el cantón Ventanas, provincia de los Ríos, año 2024.

Abstract

Abstract: This study analyzes the level of digitalization in Ecuadorian businesses, using the "Tiñe" Commercial Store in the Ventanas canton, Los Ríos province, as a case study, in 2024. Using a descriptive and qualitative approach, the study analyzes the challenges, opportunities, and effects that digitalization generates in this family business focused on the rural market. The results show a limited level of digitalization, concentrated mainly in accounting and inventory activities, which is conditioned by factors such as economic constraints, infrastructure shortages, and basic digital skills of staff. The study underscores the need to incorporate technological tools, strengthen digital competencies, and design digital marketing strategies to optimize the business's efficiency, competitiveness, and sustainability. Improvement strategies were proposed to enhance digitalization, optimize operations, increase presence on digital platforms, and train the workforce, thus fostering growth and adaptation to the digital environment.