Impacto del e-commerce en el comportamiento del consumidor y la transformación digital de las pymes en la provincia de El Oro: un estudio documental

Abstract

The essay examines the impact of e-commerce on consumer behavior and the digital transformation of SMEs in El Oro Province, Ecuador. Based on documentary research, it highlights how digitalization—accelerated by the COVID-19 pandemic—pushed local businesses to adopt online platforms. This transition allowed SMEs to expand their market reach, increase sales, and strengthen competitiveness in a globalized economy. Findings reveal that e-commerce reshaped consumer practices: buyers in El Oro increasingly turned to digital services such as transportation tickets and lodging, as well as technological products and fashion items. Consumption patterns also varied by age and gender, with social media platforms like Facebook and Instagram becoming the main channels for purchasing and brand promotion. The integration of digital tools, including artificial intelligence and data analytics, enabled SMEs to deliver more personalized services, enhancing customer loyalty. Additionally, e-commerce promoted sustainability by reducing physical travel and resource use, thereby improving business reputation and aligning with responsible practices. In conclusion, e-commerce has not only changed consumer purchasing habits but also redefined SMEs’ business models. It has become a strategic element for growth, competitiveness, and sustainability in today’s digital economy.