Objective:

Determine what are the key factors that directly or indirectly influence the success of the application of electronic commerce by micro, small and medium-sized companies in the Holguín territory.

Methods and Techniques:

With an exploratory-descriptive nature, an online survey was applied to a non-probabilistic intentional sample of virtual consumers from micro, small and medium-sized companies in the Holguín territory with conditions to carry out electronic commerce. Data processing was carried out with IBM SPSS Statistics software, version 26.

Main Results:

It was determined that the factors: technological, informational and quality of the digital service are considered key to guarantee the success of e-commerce and show positive results. Within these factors, essential elements such as ease of use, response time and delivery time are evaluated as acceptable by users.

Conclusions:

Micro, small and medium-sized businesses can use this information to improve e-commerce management and strategic decision-making, ensuring that their platforms are easier to use by users, reducing response and delivery time. products and services. The development of new research is recommended based on the limitations of the study.

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