Análisis financiero de las estrategias digitales adoptadas por un emprendimiento de retail tecnológico.

Abstract

The objective of this research is to carry out a financial analysis of the digital strategies adopted by a technological retail venture; for which it was important to identify those theories related to digital strategies and electronic commerce. Then, an analysis of the macro and micro-environment factors was carried out, to identify the behavior of the online consumer of the technological retail venture, by applying a survey to a group of 150 users, in order to have data to elaborate the user person that serves as the basis for the description of the strategies that allow to potentiate sales in virtual channels. Finally, a financial analysis of the digital strategies adopted by technological retail was carried out, reaching the conclusion that the e-commerce project is viable for this business.