Revista Multidisciplinaria Perspectivas Investigativas
Multidisciplinary Journal Investigative Perspectives
Vol. 4(1), 57-64, 2024
https://doi.org/10.62574/rmpi.v4i1.100
57
E-commerce in the middle-income commercial sector
Comercio electrónico en sector comercial de rentas medias
Kuri Sisa Quishpilema-Simbayna
kuri.quishpilema.00@est.ucacue.edu.ec
Universidad Católica de Cuenca extensión Cañar, Cañar, Cañar, Ecuador
https://orcid.org/0009-0000-5137-9450
Cristina Guadalupe Ordoñez-Espinoza
cgordoneze@ucacue.edu.ec
Universidad Católica de Cuenca extensión Cañar, Cañar, Cañar, Ecuador
https://orcid.org/0000-0001-5781-7781
ABSTRACT
The objective of this research is to analyze e-commerce in the middle-income commercial sector
of the city of Cañar in Ecuador from the metaphor of a musical symphony. It was descriptive in
nature and with a transversal non-experimental design. Regarding the media used for sales
transactions, 77% use social networks and 23% prefer other e-commerce platforms. Frequencies
of use include 34% for WhatsApp, 32% for TikTok, 31% for Facebook and 3% for Instagram. The
strategic utility of virtual assistants as effective technology tools in customer service is highlighted.
The ability of these assistants to provide quick and efficient responses not only improves the
customer experience, but also represents an effective mechanism for reducing operating costs
by automating call identification and answering.
Descriptors: electronic commerce; trade policy; free trade. (Source: UNESCO Thesaurus).
RESUMEN
La investigación tiene por objetivo analizar el comercio electrónico en sector comercial de rentas
medias de la ciudad de Cañar en Ecuador desde la metáfora de una sinfonía musical. De
naturaleza descriptiva y con un diseño transversal no experimental. Sobre los medios utilizados
para las operaciones de ventas, el 77% utiliza redes sociales y el 23% prefiere otras plataformas
de comercio electrónico. Las frecuencias de uso incluyen el 34% para WhatsApp, el 32% para
TikTok, el 31% para Facebook y el 3% para Instagram. Se destaca la utilidad estratégica de los
asistentes virtuales como herramientas tecnológicas eficaces en la atención al cliente. La
capacidad de estos asistentes para proporcionar respuestas rápidas y eficientes no solo mejora
la experiencia del cliente, sino que también representa un mecanismo eficaz para reducir costos
operativos al automatizar la identificación y atención de llamadas.
Descriptores: comercio electrónico; política comercial; libre comercio. (Fuente: Tesauro
UNESCO).
Received: 09/21/2023. Revised: 08/10/2023. Approved: 18/11/2023. Published: 01/01/2024.
Research articles section
Revista Multidisciplinaria Perspectivas Investigativas
Multidisciplinary Journal Investigative Perspectives
Vol. 4(1), 57-64, 2024
Comercio electrónico en sector comercial de rentas medias
E-commerce in the middle-income commercial sector
Kuri Sisa Quishpilema-Simbayna
Cristina Guadalupe Ordoñez-Espinoza
57
INTRODUCTION
In the Ecuadorian context, the emergence of e-commerce has been a phenomenon of
considerable relevance in recent years, marking a significant transformation in the country's
commercial landscape. Ecuador, as a developing economy with its own characteristics, is
immersed in a process of adaptation to the global dynamics of e-commerce (Quiñónez-Cabeza,
& Quiñónez-Caicedo, 2021).
As e-commerce consolidates as a fundamental element in global trade dynamics, Ecuador has
experienced a progressive increase in the adoption of digital technologies in the commercial
sphere. This phenomenon has been most notable in sectors related to middle income, where the
diversity of markets and the search for economic efficiencies have driven the accelerated
implementation of digital solutions (Aguilar-Zambrano & Casanova-Montero, 2022).
The Ecuadorian reality, characterized by its economic and social heterogeneity, presents unique
challenges and opportunities in the context of e-commerce integration. Middle-income sectors,
ranging from small and medium enterprises to individual entrepreneurs, have sought to take
advantage of e-commerce to improve their competitiveness and expand their reach through digital
platforms (Mera, 2021).
The present study delves into the analysis of the specific complexities faced by Ecuador at the
crossroads between e-commerce and middle-income economies. It will address the particularities
of consumption patterns, business strategies and regulatory implications in the Ecuadorian
context, offering a comprehensive view that will serve as a basis for policy makers, academics
and practitioners in the country seeking to understand and take advantage of the emerging
opportunities in this dynamic landscape. This approach seeks to contribute not only to the
development of the scientific literature on the subject, but also to informed decision making that
will drive the sustainable growth of e-commerce in Ecuador (Pesántez-Calva, Romero-Correa, &
González-Illescas, 2020).
Being important to comment on how in the intricate fabric of e-commerce, the commercial sector
stands as a scenario of constant transformations and digital harmonies, especially prominent in
middle-income economies. This article delves into the electronic score that is redefining
commercial practices in this economic stratum, unraveling the melodic complexities of the
evolution of e-commerce and its intersection with middle-income companies (Zambrano-Velasco,
Castellanos-Espinoza, & Miranda-Guatumillo, 2021).
From the metaphor of a musical symphony, we can see how e-commerce has experienced a
gradual but marked increase in its influence on the middle-income commercial sector. This
movement is characterized by a symphony of technological innovations, where companies, aware
of their growth potential, are looking to digitalization as a way to fine-tune their business strategies
and expand their reach in increasingly competitive markets.
Consumption patterns, as counterpoints in a composition, have undergone a remarkable
metamorphosis. Consumers, driven by convenience and accessibility, have adopted new
harmonies in their purchasing choices, thus challenging traditional retail structures. This
movement explores the changing dynamics in consumer habits, highlighting how the melody of
e-commerce has modulated consumer preferences in the middle-income retail sector.
Based on this scrutiny, the research aims to analyze e-commerce in the middle-income
commercial sector of the city of Cañar in Ecuador from the metaphor of a musical symphony.
Revista Multidisciplinaria Perspectivas Investigativas
Multidisciplinary Journal Investigative Perspectives
Vol. 4(1), 57-64, 2024
Comercio electrónico en sector comercial de rentas medias
E-commerce in the middle-income commercial sector
Kuri Sisa Quishpilema-Simbayna
Cristina Guadalupe Ordoñez-Espinoza
58
METHOD
This study was conducted from a quantitative perspective. This approach was implemented with
the purpose of collecting and examining data susceptible to quantification, with the objective of
establishing specific relationships or describing a reality associated with a phenomenon or
problem under investigation. During this research, a detailed analysis of the numerical data
obtained after the application of a previously validated instrument was carried out (Sánchez
Flores, 2019).
Descriptive in nature and with a non-experimental cross-sectional design, this approach is
dedicated to providing a brief and concise description of the variables that make up a
phenomenon under investigation. In other words, it focuses on detailing the units of observation,
highlighting distinctive data in comparison with other contexts. The objective is to obtain precise
information on the problem addressed, without delving into the causes that influence its
manifestation.
The study population consisted of the 32 legal representatives of the commercial establishments
within the business environment of the city of Cañar in Ecuador, which in their totality constituted
the population under investigation. They participated voluntarily in the data collection by
answering a survey, without experiencing pressure from the research team.
Regarding the techniques used for data collection, the implementation of a survey was chosen.
The data collection instrument consisted of a structured questionnaire comprising 32 closed-
ended questions, validated by expert judgment and calculation of Richardson's Kuder coefficient
of 0.89, which was considered valid for its application.
The responses collected were tabulated using Microsoft Excel, presenting the results in
percentage terms by means of descriptive statistics; no human or animal experiments were
carried out in the research.
RESULTS
From the survey of 32 representatives of commercial establishments in the city of Cañar, it was
identified that the majority of respondents are women, representing 63%, while 37% are men.
Likewise, it was observed that 53% of those surveyed are salespeople.
It was also determined that 31% of the commercial establishments in the city of Cañar have been
in the market for between 4 and 6 years, while 6% are businesses with less than 1 year of
existence in the market environment.
Regarding the adoption of e-commerce in business, 69% of respondents use it, highlighting its
role in improving the efficiency and speed of operations, expanding the company's reach, and
reaching a wider audience, regardless of their geographic location. In contrast, 31% of businesses
stated that they do not participate in e-commerce. Fifty percent of participants indicated having
invested between 2 and 5 years in e-commerce strategies to position their brands, while 5% did
so in a period of 1 to 6 months.
Regarding the factors driving companies to adopt e-commerce, the survey revealed that 36% of
respondents cited motivation, another 36% cited competition, and 9% highlighted the exploration
of new markets. The majority of participants stated that the impact of e-commerce in recent
months has been positive.
In terms of inventory management, 45% of respondents use spreadsheets, while 14% use cloud
data storage. Participants highlighted the importance of technology to navigate a competitive
market and improve the online shopping experience through strategies such as live chat.En
cuanto a la comunicación, el 80% de los encuestados indicaron que las redes sociales son los
canales más utilizados, y el 37% publica al menos 2 posts o historias por semana para aumentar
Revista Multidisciplinaria Perspectivas Investigativas
Multidisciplinary Journal Investigative Perspectives
Vol. 4(1), 57-64, 2024
Comercio electrónico en sector comercial de rentas medias
E-commerce in the middle-income commercial sector
Kuri Sisa Quishpilema-Simbayna
Cristina Guadalupe Ordoñez-Espinoza
59
la audiencia y seguidores. Todos los participantes expresaron satisfacción con los resultados de
estas estrategias de comercio electrónico.
In terms of measuring business effectiveness, 36% of marketers analyze the number of followers
on social networks, 32% review the rate of responses and conversations, while 9% do not
measure effectiveness.
In terms of customer satisfaction, 36% review complaints received in a specific period, and 9%
use surveys focused on customer experience, responding to requests within a maximum of 3
hours.
Regarding the increase in sales transactions after the implementation of e-commerce, 55% of
businesses experienced a monthly growth of 21% to 40%, and 5% exceeded 61%. For online
payment, 63% use bank transfers and 13% use e-wallets.
As for customer service staff training, 32% indicated that training is rarely conducted. To protect
customer information, 41% use internal policies, 5% encrypt data, 64% verify customer identity
and 36% implement two-factor authentication.
On the media used for sales transactions, 77% use social networks and 23% prefer other e-
commerce platforms. Frequencies of use include 34% for WhatsApp, 32% for TikTok, 31% for
Facebook and 3% for Instagram.
Finally, in relation to the challenges of the commercial sector in the city of Cañar to implement e-
commerce technological tools, 47% highlight the need to invest in technology, 44% mention the
improvement in coordination between suppliers and customers, 50% point out the lack of trust of
customers in the use of their data and 38% allude to the complexity of integrating different
information systems in the business organization.
DISCUSSION
In the vibrant metaphor of a musical symphony outlined in this scientific discussion, the results
obtained reveal a positive harmony arising from the implementation of e-commerce in companies.
Like the masterful orchestration of a symphony, it highlights the imperative need to develop new
office automation tools, acting as tuners that optimize marketing tasks and contribute to the
digitization of content, thus creating a harmonization that strengthens professional and business
relationships.
Following the score of the literature reviewed, digital marketing strategies manifest themselves
as notes that not only consolidate online presence, but also open new opportunities to attract
potential customers (Cumming, et al., 2023). IT security (Aslam, et al. 2020), stands as a key
tonal priority, considering the prevention of hacks and cyber-attacks that could affect business
reputation, thus ensuring the integrity of the composition.
Emphasizing with firm rhythm, it highlights the importance of promoting product advertising
through websites and encouraging electronic purchasing through discounts and additional
services, such as free home delivery (Sandoval-Damián, et al., 2021). Digital marketing, like a
skillfully executed score, encompasses commercial activities from product planning to distribution
in a target market, taking advantage of the availability of information 24 hours a day (Lee, et al.,
2023).
Crucial tools in the digital marketing plan, such as business websites and online stores, are
highlighted as essential chords by (Rubal & Ornelas, 2021), who highlight the importance of
ensuring convenience and attractiveness to customers. Likewise, the relevance of social
networks and periodical publication to strengthen the business community is underlined.
In terms of digital advertising, it is recognized that the choice of websites with attractive content
is fundamental to attract investment from advertisers. Social networks, such as Facebook,
Revista Multidisciplinaria Perspectivas Investigativas
Multidisciplinary Journal Investigative Perspectives
Vol. 4(1), 57-64, 2024
Comercio electrónico en sector comercial de rentas medias
E-commerce in the middle-income commercial sector
Kuri Sisa Quishpilema-Simbayna
Cristina Guadalupe Ordoñez-Espinoza
60
WhatsApp and Instagram, not only act as advertising platforms, but also play a crucial role in the
payment and promotion of products, evidencing the active interaction of customers in the
communication and sale of products. The usefulness of virtual assistants, as well-placed notes,
stands out in the business melody by providing quick and efficient responses, improving customer
experience and reducing operational costs through automatic call identification and attention
(Caguana-Baquerizo, et al. 2019).
In harmony with the literature reviewed, the importance of motivation in the organizational
environment is emphasized with a unique cadence, however, a dissonant note emerges when
observing a gap between the availability of digital platforms and their frequent use by companies
(Salas-Rubio, et al. 2021). In this symphony, the benefits and disadvantages of e-commerce are
explored, highlighting a harmonious saving of time and money in global transactions, but also
recognizing challenges related to lack of resources and the resistance of some traditional vendors
to adopt electronic technologies.
Taken together, the studies reviewed compose a business symphony that emphasizes that
successful e-commerce integration provides significant advantages, from reduced organizational
costs to a deeper understanding of target market interests. These findings highlight the
importance of effective adoption of digital tools, creating a harmony that resonates in today's
business environment.
CONCLUSIONS
The complex picture outlined by the challenges identified in the commercial sector of the city of
Cañar for the implementation of e-commerce technology tools reveals an interconnected web of
obstacles that require careful and strategic attention by the actors involved. The fact that a
significant 47% of respondents highlight the need to invest in technology signals an urgent call to
action to upgrade and strengthen existing technological infrastructures to ensure a solid
foundation for the effective incorporation of e-commerce.
Improved coordination between suppliers and customers, identified by 44% of participants as a
central challenge, underscores the critical importance of establishing efficient and transparent
communication channels throughout the business process. This consideration is presented as a
key variable that not only impacts the efficiency of transactions, but also influences the overall
perception of customer service quality and the building of sustainable business relationships.
The prominent concern of 50% of respondents about customers' lack of trust in the use of their
data reveals a perceptual gap that, if not addressed, could erode the widespread acceptance and
adoption of e-commerce. Building a secure digital environment and implementing effective
privacy policies emerge as inescapable imperatives to allay apprehensions and build consumer
trust.
Finally, the 38% who refer to the complexity of integrating different information systems in the
business organization point to a reality that is intrinsic to digital transformation. The effective
management of this complexity is presented as a strategic challenge, where staff training and the
adoption of flexible approaches become determining factors for success in the convergence of
heterogeneous systems.
Overall, addressing these challenges holistically demands a multifaceted response that integrates
technological investment, improved coordination, strengthened client trust and skillful
management of systemic complexity. These findings underscore the need for robust and adaptive
business strategies, as well as the importance of viewing e-commerce not just as a transactional
tool, but as a central component of a broader business transformation in the digital age.
Exploration into the realm of digital advertising and customer service reveals the centrality of
strategies grounded in the attractiveness of web content to attract advertising investment. Careful
Revista Multidisciplinaria Perspectivas Investigativas
Multidisciplinary Journal Investigative Perspectives
Vol. 4(1), 57-64, 2024
Comercio electrónico en sector comercial de rentas medias
E-commerce in the middle-income commercial sector
Kuri Sisa Quishpilema-Simbayna
Cristina Guadalupe Ordoñez-Espinoza
61
selection of sites with engaging content emerges as an essential starting point for capturing the
attention of advertisers in a saturated digital environment.
In addition, the evolution of social networks, such as Facebook, WhatsApp and Instagram, beyond
mere advertising platforms, by playing an essential role in the payment process and product
promotion. This metamorphosis underscores the active participation of customers in the
communicative and sales dynamics, consolidating social networks as crucial forums for fluid
interaction between consumers and companies.
It also highlights the strategic usefulness of virtual assistants as effective technological tools for
customer service. The ability of these assistants to provide quick and efficient responses not only
enhances the customer experience, but also represents an effective mechanism for reducing
operating costs by automating call identification and handling.
Taken together, these findings underscore the importance of continued innovation in digital
advertising and customer service, pointing toward a synergy between content quality, active social
media engagement and operational efficiency through advanced technological tools. These
findings not only outline the current evolution of the digital landscape, but also offer valuable
insights for future strategic development in these fields.
AUTHORSHIP CONTRIBUTION
Kuri Sisa Quishpilema-Simbayna, played a fundamental role in generating a comprehensive
conceptual development and carrying out an exhaustive review of the literature. Her contribution
included identifying and defining the research objectives, establishing a theoretical framework
that accurately contextualizes the study. In addition, she played an active role in the design of the
quantitative methodology, collaborating in the development of the sampling strategy, the creation
of the survey questionnaire and the strategic planning of data collection, supervised and executed
the statistical analysis of the data collected, as well as the interpretation of the results, including
the preparation of representative tables and graphs. Cristina Guadalupe Ordoñez-Espinoza,
on the other hand, contributed significantly to the problem statement and justification of the study.
She participated in the definition of the research objective, emphasizing the relevance of the work
in the scientific and practical context. His approach focused on a critical analysis of the results
obtained in relation to the existing literature. She also contributed to the development of
arguments and discussion of the practical and theoretical implications of the findings, and played
a key role in the synthesis and drafting of the final conclusions of the study. Both authors, Kuri
Sisa Quishpilema-Simbayna and Cristina Guadalupe Ordoñez-Espinoza, collaborated
equally and complementarily in the drafting and critical revision of the manuscript as a whole.
Their cooperation ensured the coherence and quality of the scientific article presented,
demonstrating a shared commitment to academic excellence.
FINANCING
Non-monetary
CONFLICT OF INTEREST
There is no conflict of interest with persons or institutions related to the research.
ACKNOWLEDGMENTS
To the companies participating in the research.
Revista Multidisciplinaria Perspectivas Investigativas
Multidisciplinary Journal Investigative Perspectives
Vol. 4(1), 57-64, 2024
Comercio electrónico en sector comercial de rentas medias
E-commerce in the middle-income commercial sector
Kuri Sisa Quishpilema-Simbayna
Cristina Guadalupe Ordoñez-Espinoza
62
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Multidisciplinary Journal Investigative Perspectives
Vol. 4(1), 57-64, 2024
Comercio electrónico en sector comercial de rentas medias
E-commerce in the middle-income commercial sector
Kuri Sisa Quishpilema-Simbayna
Cristina Guadalupe Ordoñez-Espinoza
63
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