Modelo de negocios de E-commerce híbrido para la comercialización de aceite de CBD en el Ecuador.

Abstract

The present work aims to determine the economic feasibility of a hybrid ecommerce business model for the commercialization of CBD oil in Ecuador, for which the theoretical foundations related to the hybrid e-commerce business model were analyzed; The target market was identified, the same one that was established by a total of 433,160 people from the city of Guayaquil, who perform physical activity or consume natural products, and belong to both the economically active population and the middle and high socioeconomic strata. A survey was conducted of 100 people and 30 establishments that would possibly become strategic allies for the distribution of the product and it was determined that there is wide acceptance by the sports market, especially because CBD oil promises to improve the quality of sleep of these people and thus, give them a feeling of relaxation that will favor their living conditions, in terms of physical and mental health. Finally, a financial analysis was carried out that concluded the economic viability of the project, recovering the investment within the first three years of operations.