ANÁLISIS DE LA APLICABILIDAD DEL COMERCIO ELECTRÓNICO ENFOCADO A LAS PYMES DE LOS SECTORES DE MODA Y CUIDADO PERSONAL DE GUAYAQUIL

Abstract

The purpose of this paper is to demonstrate the lack of exploitation of electronic commerce by small and medium sized enterprises engaged in the selling of clothing and personal care products in Guayaquil. This paper also covers the basic concepts of information and communication technologies and electronic commerce, the advantages of using the latter as a business model and additionally an analysis on the current situation of electronic commerce and information technology usage and readiness in the personal care and textile sectors in Ecuador in comparison to other similar countries is provided to demonstrate that Ecuador is suitable for the development of electronic commerce and the opportunities these sectors have to make use of these technologies. Ultimately, several cases of companies of the aforementioned sectors that use e commerce as a business platform are analyzed as a way to identify the low level of e-commerce adoption by these types of companies in Guayaquil.