El comercio electrónico e-commerce, análisis actual desde la perspectiva del consumidor en la ciudad de Guayaquil, provincia del Guayas y estrategias efectivas para su desarrollo.

Abstract

Ecommerce will facilitate the incursion of new companies into the markets, reduce transaction and production costs and make them more competitive, contributing to the economic growth of a country. E-commerce is currently in constant growth, both the volume of users and the number of commercial sites and technological advances have contributed to its accelerated development worldwide. In 2018, it grew 22,9% with sales of $ 2.928 billion and it is estimated that by the end of 2019, electronic commerce will grow by 20,7% billing around $ 3.535 billion. China leads the e-commerce market in the world, with annual sales of $ 636,087,000,000. Countries in South America gain ground in the digital economy such as Brazil, Chile, Argentina, Colombia, Peru and Ecuador. This research is focused on defining the current concepts and the evolution of electronic commerce specifically in regard to the perspective of the consumer, segmenting the population, to the buyers of Guayaquil. For the development of the topic, descriptive research was carried out, a survey was applied to 384 people and within the most relevant results it was obtained that 82,81% buy online, while the percentage that thought otherwise, 54,55 % do not buy for not trusting the process. The 52% of users consider the increase in advertising by electronic means important. These data contribute to develop effective strategies that can be implemented by different companies based on the consumer profile and technological advances.