El modelo Fba "fullmint by amazon" en las mipymes chocolateras de la provincia de El Oro en el 2024.

Abstract

The Fulfillment by Amazon (FBA) model has established itself as a strategic alternative for the internationalization of chocolate-producing MSMEs in the province of El Oro, Ecuador, where despite the high quality of Ecuadorian cocoa and its international demand, these companies face logistical challenges, high costs and trade barriers that limit their global competitiveness. Therefore, the objective of this research is to evaluate the feasibility of implementing FBA as a strategy that allows MSMEs to overcome these limitations, improve their distribution and increase their presence in international markets. To do so, a mixed approach was used, combining qualitative and quantitative methods, through interviews with entrepreneurs in the sector, surveys and documentary analysis from academic and commercial sources. The results showed that 70% of the companies have a moderate productive capacity, but 60% lack export experience and 50% do not have sufficient financial resources to implement an international e-commerce system. However, 65% of companies are willing to train to implement this model, which indicates a growing interest in digital commerce. Concluding that FBA could represent a viable solution, but requires overcoming obstacles such as access to financing, training in electronic commerce and compliance with international standards. Finally, it is recommended to develop specialized training programs, financial incentives and digital positioning strategies to facilitate the use of the FBA model in the MSMEs of Ourense.