El uso del comercio electrónico como estrategia para impulsar las ventas del sector cosmético en el segmento millennial de la ciudad de Guayaquil.

Abstract

The Covid-19 pandemic and the restriction measures highlighted the necessary presence of new information technologies in people's lives. In the same way, it was possible to demonstrate the importance of adaptation to the digital age for businesses with the application of strategies that allow them to sell online. Therefore, it is proposed to investigate: In what way have e-commerce strategies boosted the sales of the cosmetic sector in the millennial segment of the city of Guayaquil? For which the use of electronic commerce must be defined as a strategy to boost the sales of the cosmetic sector in the millennial segment of the city of Guayaquil. The methodology used is non-experimental of a descriptive nature, with the population determined by the National Institute of Statistics, to date the city of Guayaquil with 2'644.891 million inhabitants; of them the INEC (2017) indicated that 23.2% are millennial. The results suggest employing the following strategies: developing web pages and sales applications, updating promotions and services based on civic dates, promoting online payment through electronic payment buttons, providing personalized advice through demonstration classes and cover the entire supply chain.