<?xml version="1.0" encoding="ISO-8859-1"?><article xmlns:mml="http://www.w3.org/1998/Math/MathML" xmlns:xlink="http://www.w3.org/1999/xlink" xmlns:xsi="http://www.w3.org/2001/XMLSchema-instance">
<front>
<journal-meta>
<journal-id>2218-3620</journal-id>
<journal-title><![CDATA[Revista Universidad y Sociedad]]></journal-title>
<abbrev-journal-title><![CDATA[Universidad y Sociedad]]></abbrev-journal-title>
<issn>2218-3620</issn>
<publisher>
<publisher-name><![CDATA[Editorial "Universo Sur"]]></publisher-name>
</publisher>
</journal-meta>
<article-meta>
<article-id>S2218-36202024000700162</article-id>
<title-group>
<article-title xml:lang="es"><![CDATA[E-commerce: oportunidades y desafíos para las marcas en los entornos virtuales]]></article-title>
<article-title xml:lang="en"><![CDATA[E-commerce: opportunities and challenges for brands in virtual environments]]></article-title>
</title-group>
<contrib-group>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Gómez Lazzo]]></surname>
<given-names><![CDATA[Jaime Paulino]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Álvarez Gavilanes]]></surname>
<given-names><![CDATA[Juan Edmundo]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Tinto Arandes]]></surname>
<given-names><![CDATA[Jaime]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
<contrib contrib-type="author">
<name>
<surname><![CDATA[Bermeo Pazmiño]]></surname>
<given-names><![CDATA[Katina Vanessa]]></given-names>
</name>
<xref ref-type="aff" rid="Aff"/>
</contrib>
</contrib-group>
<aff id="Af1">
<institution><![CDATA[,Universidad Católica de Cuenca  ]]></institution>
<addr-line><![CDATA[ ]]></addr-line>
<country>Ecuador</country>
</aff>
<pub-date pub-type="pub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<pub-date pub-type="epub">
<day>00</day>
<month>00</month>
<year>2024</year>
</pub-date>
<volume>16</volume>
<fpage>162</fpage>
<lpage>171</lpage>
<copyright-statement/>
<copyright-year/>
<self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_arttext&amp;pid=S2218-36202024000700162&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_abstract&amp;pid=S2218-36202024000700162&amp;lng=en&amp;nrm=iso"></self-uri><self-uri xlink:href="http://scielo.sld.cu/scielo.php?script=sci_pdf&amp;pid=S2218-36202024000700162&amp;lng=en&amp;nrm=iso"></self-uri><abstract abstract-type="short" xml:lang="es"><p><![CDATA[RESUMEN La adaptación a factores tecnológicos y regulatorios en e-commerce es clave para que las empresas capitalicen oportunidades y mantengan competitividad. El presente estudio tiene como objetivo evaluar las oportunidades y desafíos que enfrentan las marcas en el entorno del e-commerce y su impacto en las estrategias de comercio electrónico en Ecuador. Utilizando un enfoque mixto, cualitativo y cuantitativo, se recopilaron datos mediante encuestas a empresarios, evaluando su percepción sobre el e-commerce. Los resultados muestran que el 80.43% considera el entorno digital crucial para sus estrategias, resaltando factores como la personalización y la adaptación tecnológica. Sin embargo, el 83% enfrenta obstáculos frecuentes, especialmente en logística y competencia, lo que limita su potencial en el mercado digital. Las conclusiones indican que, aunque las PyMEs reconocen los beneficios del e-commerce, su éxito depende de superar desafíos operativos y de adoptar tecnologías emergentes como la inteligencia artificial. La investigación sugiere que invertir en innovación tecnológica podría fortalecer la presencia digital y la eficiencia operativa de estas empresas.]]></p></abstract>
<abstract abstract-type="short" xml:lang="en"><p><![CDATA[ABSTRACT Adapting to technological and regulatory factors in e-commerce is key for companies to capitalize on opportunities and maintain competitiveness. This study aims to evaluate the opportunities and challenges faced by brands in the e-commerce environment and their impact on e-commerce strategies in Ecuador. Using a mixed qualitative and quantitative approach, data was collected through surveys of entrepreneurs, assessing their perception of e-commerce. The results show that 80.43% consider the digital environment crucial to their strategies, highlighting factors such as personalization and technological adaptation. However, 83% face frequent obstacles, especially in logistics and competition, which limits their potential in the digital market. The findings indicate that while SMEs recognize the benefits of e-commerce, their success depends on overcoming operational challenges and adopting emerging technologies such as artificial intelligence. The research suggests that investing in technological innovation could strengthen the digital presence and operational efficiency of these companies.]]></p></abstract>
<kwd-group>
<kwd lng="es"><![CDATA[Comercio electrónico]]></kwd>
<kwd lng="es"><![CDATA[PYME]]></kwd>
<kwd lng="es"><![CDATA[Transformación digital]]></kwd>
<kwd lng="es"><![CDATA[Marketing digital]]></kwd>
<kwd lng="es"><![CDATA[Logística]]></kwd>
<kwd lng="en"><![CDATA[E-commerce]]></kwd>
<kwd lng="en"><![CDATA[SMEs]]></kwd>
<kwd lng="en"><![CDATA[Digital transformation]]></kwd>
<kwd lng="en"><![CDATA[Digital marketing]]></kwd>
<kwd lng="en"><![CDATA[Logistics]]></kwd>
</kwd-group>
</article-meta>
</front><back>
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