Commercial viability of an online store for Importadora GV in Ecuador: a user experience– based assessment

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, 291

Abstract: Introduction: E-commerce is essential for business sustainability and competitiveness in the digital era. In Ecuador, 75.6% of the population uses the internet, with e-commerce revenues projected to exceed USD 6.1 billion by 2025. Importers such as Importadora GV face the challenge of adapting to this trend to avoid market failure.Objective: To determine the commercial viability of launching an online store for Importadora GV in 2024, from a user experience perspective.Methods: A quantitative, descriptive, cross-sectional study was conducted using a structured survey administered to a sample of 69 individuals, 56 of whom reside in Santo Domingo and represent online shoppers.Results: The majority of respondents use the internet daily (94.2%). The most frequently purchased products online were clothing and accessories (58%). Key purchase drivers rated as “Very important” included secure payment options (57%), fast delivery (54%), and customer service (48%). While 72.5% of respondents were aware of Importadora GV, 42% stated they would definitely access its online store.Conclusions: Commercial viability is high; however, the success of Importadora GV’s digital platform hinges on delivering a robust user experience, prioritizing ease of use, transaction security, and logistical efficiency—particularly delivery speed.

Keywords: e-commerce; user experience; online store; commercial viability; Ecuador (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:291

DOI: 10.56294/digi2026291

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