Keys to strengthening e-commerce in Ecuador: challenges, experiences, and strategies

Abstract

The research aimed to identify the necessary conditions to facilitate the adoption and expansion of e-commerce in Ecuador. To achieve this, a mixed-method approach was applied, combining a systematic literature review with surveys conducted among 46 business owners in sectors such as gastronomy, private clinics, and retail. The study identified technical barriers, limitations in specialized knowledge, and unequal digital adoption across sectors. Respondents reported having faced difficulties in implementing platforms, online payment systems, and logistics, as well as requiring external guidance in digital marketing and web positioning. The results showed that although the adoption of e-commerce did not generate immediate benefits, businesses that persisted managed to stabilize their operations and achieve positive returns after the first few months. This empirical experience aligned with the findings of the literature review, which pointed to the existence of a maturation period prior to profitability, as reflected in recent studies from 2020 to 2025. The study concluded that strengthening e-commerce in Ecuador required a comprehensive strategy that included investments in digital infrastructure, technical training programs, and public policies aimed at digital inclusion. Based on the results, future research lines were proposed focusing on the design of support models for MSMEs, the optimization of logistical processes, and the development of technological solutions adapted to the national context. In this way, the research contributed to the understanding of the challenges of e-commerce and offered key insights for its promotion as a pathway to sustainable economic development.