El comercio electrónico y su incidencia en las ventas del sector Retail de la ciudad de Manta.

Abstract

The objective of this research is to determine how e-commerce affects sales in the retail sector in the city of Manta. A quantitative methodology will be used, with a descriptive and correlational approach, to examine how variables related to e-commerce affect sales in the retail sector. The research is based on data collection through surveys of a sample of 382 individuals, using a Likert scale to measure perceptions and attitudes towards e-commerce. The analysis will be carried out with SPSS version 21 statistical software, allowing to test the correlations between the variables studied and to validate the hypotheses formulated. A combination of correlational, bibliographic and documentary methods will be applied to obtain a complete understanding of the impact of e-commerce on sales in the local retail sector. This research seeks to provide a detailed view on how the adoption of digital platforms influences the sales metrics and competitiveness of the retail sector in Manta.