Guía Integral para Emprendedores: Selección de Plataformas E-Commerce para la Importación de Productos del Sector Retail en el Guabo

Currently, entrepreneurs face the challenges of the e-commerce era. In El Guabo, the entrepreneurial sector has experienced notable growth; however, it is still necessary to implement tools that simplify imports through these platforms. In this regard, the main objective of this research was to develop a comprehensive guide for selecting an e-commerce platform for importing products in the retail sector of El Guabo. The research followed a quantitative approach with an analytical-synthetic method, making its gnoseological objective explanatory with an experimental design. Considering the demographic situation, the net population of 60 existing entrepreneurs in the retail sector was taken into account. Additionally, the survey technique was used, and the instrument applied was a questionnaire based on the Likert scale. As a result, it was identified that entrepreneurs show deficiencies in their understanding of the use and feasibility of these platforms, highlighting a lack of training. Therefore, it is concluded that a guide is crucial to optimize processes, support informed decision-making, and maximize the benefits of e-commerce.