Propuesta de un marketplace de ropa de segunda mano para niños en familias urbanas de la ciudad de Guayaquil.

Abstract

This research aimed to design a digital marketplace specializing in the sale of secondhand children's clothing in Guayaquil. This was done in response to the growing need to formalize the trade of used clothing and promote responsible and sustainable consumption The study shows that the informal channel is mostly used; the methodology applied is a mix of interviews with parents and experts, and surveys of 384 households in Guayaquil with children between 0 and 12 years old. The results show widespread acceptance of a formal platform offering secure transactions, reliable payment methods, and efficient logistics. Industry analysis using PESTLE matrices and Porter's Five Forces models confirmed a favorable environment driven by the growth of e-commerce in Ecuador and greater digital penetration in urban areas. The financial study also determined the project's economic viability, as reflected by positive indicators such as a net present value (NPV) of $18,244.26 > 0 and an internal rate of return (IRR) of 31%, which is higher than the global target market rate (TMR) of 12.04%. These results indicate that the project's internal profitability far exceeds the minimum required by investors, making this research attractive and profitable. In conclusion, the proposed marketplace is an innovative, profitable alternative that promotes textile reuse and the circular economy. It also contributes to Sustainable Development Goals, particularly those related to responsible consumption and inclusive economic growth.