El impacto de Tik Tok Ads en el ROAS y Conversiones de Dropshiping: Un caso de estudio de Mi Hogar EC.

Abstract

Abstract: This study evaluates the impact of paid advertising on TikTok on conversion rates and return on ad spend (ROAS) for the dropshipping e-commerce platform Mi Hogar EC during the period of April October 2025. A mixed-methods approach was developed, with a non-experimental, descriptive, and cross-sectional design. This integrated quantitative analysis of transactional metrics extracted from TikTok Ads Manager (impressions, clicks, CTR, conversions, and ROAS) with a qualitative-quantitative analysis of consumer perceptions through a digital survey administered to customers using convenience sampling. The results show that TikTok functions as the predominant channel within the conversion funnel, and that the purchase decision is strengthened when advertising content prioritizes practical demonstrations, clear information, economic attributes, and trust signals such as testimonials and cash on delivery. Based on the results, optimization strategies are proposed, aligned with strategic planning, to improve advertising efficiency, customer experience, and consolidate a replicable model for dropshipping businesses in unconventional niches of the regional market.