Vol. 5 (2026)
Diginomics

Original

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

Published 2026-01-01

  • Gabriela Jamileth Guerrero Vidal
    • ,
  • Susgein Julissa Miranda Cansing
    • ,
  • Jenrry Fredy Chávez Arizala

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

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

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