Análisis de la estrategia de marketing gigital para plataformas de E-commerce internacionales en la ciudad de Guayaquil.

Abstract

The present study aimed to identify and analyze the digital marketing strategies employed by international e-commerce platforms in the city of Guayaquil. The research was conducted using a mixed-methods approach, through the application of surveys to digital users and the analysis of strategies implemented by Chinese-origin applications such as Temu, Shein, AliExpress, Alibaba, and Wish in the local market. The results show that these platforms base their positioning on targeted advertising strategies on social media platforms such as TikTok and Instagram, as well as the use of influencer marketing, discounts and coupons, remarketing, and optimization of the user experience in mobile applications. Likewise, a strong investment in audiovisual content, user reviews, and gamification systems was identified, encouraging repeat purchases and platform engagement. Based on the findings, strategic guidelines were established to strengthen the competitiveness of national e-commerce, highlighting the need to adopt innovative digital tools, improve segmentation strategies, and consolidate presence in mobile environments. Finally, it is concluded that the structured implementation of digital marketing strategies constitutes a key factor for positioning and sustainable growth in the Ecuadorian market.