Market Assessment for an E-commerce Store of Importadora GV in Ecuador

Gabriela Jamileth Guerrero Vidal, Susgein Julissa Miranda Cansing and Jenrry Fredy Chávez Arizala
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Gabriela Jamileth Guerrero Vidal: Instituto Superior Tecnológico Adventista del Ecuador, Santo Domingo, Ecuador
Susgein Julissa Miranda Cansing: Instituto Superior Tecnológico Adventista del Ecuador, Santo Domingo, Ecuador
Jenrry Fredy Chávez Arizala: Instituto Superior Tecnológico Adventista del Ecuador, Santo Domingo, Ecuador

Diginomics, 2026, vol. 5, 277

Abstract: Introduction: electronic commerce (EC) has transformed global business dynamics, offering new marketing opportunities through digital platforms. In Ecuador, its sustained growth has encouraged small businesses to consider this modality as a means to improve competitiveness and reach.Objective: To evaluate the market for a potential e-commerce store of Importadora GV in Ecuador.Methods: a cross-sectional, observational, descriptive study was conducted in March 2025 using a structured survey applied to 69 clients of Importadora GV. Variables explored included sociodemographic data, internet usage, online shopping behavior, supply and demand factors, and projections regarding the company’s e-commerce potential.Results: daily internet use was reported by 94,2 % of respondents; 58 % frequently purchased clothing and accessories online, and 56,5 % used smartphones for shopping. The most valued factors were product variety (43.5 %), fast and reliable delivery (58 %), and secure payment options (56.5 %). A total of 72,5 % were familiar with the company, 42 % expressed willingness to shop online, and 37,7 % showed moderate willingness to make digital payments.Conclusions: the analysis revealed a favorable environment for the implementation of a virtual store by Importadora GV, supported by intensive internet use, brand recognition, interest in its products, and positive consumer valuation of key e-commerce factors, confirming its viability as a strategy for market positioning and expansion in Ecuador.

Keywords: Electronic Commerce; Consumer Behavior; Digital Marketing; Ecuador; Online Store (search for similar items in EconPapers)
Date: 2026
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Persistent link: https://EconPapers.repec.org/RePEc:cwg:digino:v:5:y:2026:id:277

DOI: 10.56294/digi2026277

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