Analysis of the impact of e-commerce in the canton of manta: an approach from the consumer´s perspective

Abstract

This study addresses the impact of e-commerce in the Manta canton from the consumer's perspective, employing a mixed-methods, descriptive, and cross-sectional approach. The sample consisted of 336 respondents from a population of 2,666 people active in the economic sector. Following this, an interview was conducted with the administrator of the Nuevo Tarqui Commercial Park. Purchasing habits, levels of trust, frequency of use, and satisfaction with the digital experience were evaluated. The results showed a majority preference for online shopping, with approximately 56–57% of respondents preferring it, and only 3% never shopping online. The most frequently used channels were websites, social media, and mobile applications, with Facebook standing out as the primary source of product information. The majority of respondents reported positive experiences regarding payment and delivery security. A neutral or dissatisfied group of 20% to 32% expressed reservations about transactional security, logistics, and the return process. 51% would be willing to purchase through a platform at the Nuevo Tarqui Shopping Center. This highlights an opportunity to implement an omnichannel model that combines physical presence with digital services useful for in-store pickup and shipping. The study concludes that e-commerce has transformed consumption patterns in Manta, driven by convenience and price. Its consolidation requires improving trust, logistics, and merchant training, reducing friction, and converting undecided shoppers into regular customers.