Estrategias de e-commerce que influyen en una marca digital de venta de víveres: análisis de empresa Tipti.

Abstract

The continuous technological evolution of the markets in the country, the current health crisis and digital development allow electronic commerce to open the way to the implementation of new business models such as online grocery sales platforms. In this context, the present research project aims to identify the strategies that have given the best results in this type of sector, focusing on consumers in the city of Machala. The methodology used was qualitative, by conducting a focus group and an observation guide to the platforms and applications of online grocery stores. For this case, we have a study selected by the company Tipti, an online platform for the sale of groceries, basic necessities, etc. As a result of the research study, it is possible to appreciate the potential that these platforms tend to reach, the opportunities for expansion that are presented to them; the market that they can cover if they manage to increase the degree of trust of the people, since there are several types of customer profiles that are willing to move to this new form of commerce.