Repositorio Institucional Universidad EAFIT ::Examinando por Materia "e-commerce"

Examinando por Materia "e-commerce"

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Análisis de la implementación del comercio electrónico en Mipymes verdes comercializadoras de alimentos, bebidas y productos de aseo en el Valle de Aburrá
(Universidad EAFIT, 2021) Gaviria Velásquez, Yesenia; Monsalve Restrepo, María Isabel; Arias Salazar, Alejandro; Uribe de Correa, Beatriz Amparo
The MSMEs in Colombia represent 35% of GDP, 80% of employment and 90% of the productive sector. As a result of the digital revolution, e-commerce represents a key resource for Colombian MSMEs, which provides advantages such as the expansion of the offer, interactivity and the immediacy of the purchase and the crossing of borders. Likewise, the adoption of sustainable consumption and production patterns is more and more important in the world. However, to turn e-commerce into a truly profitable sales channel, digital capabilities are required that will permeate and define all phases of e-commerce: planning, implementation, and demand generation. Therefore, the objective of this work was to analyze the implementation of e-commerce in MSMEs marketers of sustainable food, beverages, and cleaning products in the Valle de Aburrá. Semi-structured interviews were conducted with five companies that commercialize sustainable products, which were selected by non-probability sampling for convenience from four databases. It was found that most companies plan their digital strategies by a specialized work team that also analyzes the data of their digital channels and clients and carries out recruitment and loyalty campaigns. All companies have a website and social networks, but not all of them allow to purchase online. However, those companies that also have a physical channel, their digital channels do not represent the main sales channel.
Atributos de evaluación de los compradores en línea de café del área Metropolitana de Medellín
(Universidad EAFIT, 2022) Echeverri Moreno, Sebastián; Botero Cardona, Andrés
Coffee is one of the most popular beverages in the world and its consumption is growing every day. E-commerce has transformed consumer behavior, and the purchasing process has evolved the same way; hence, the importance of understanding the way in which the buyer makes the purchase decision online. This research determines the main attributes that a consumer in Medellin, Colombia, evaluate before making a coffee purchase decision online and how each attribute participates on it. For this purpose, the behavior and interaction with the main attributes of the main coffee e-commerce in Colombia has been analyzed. The data has been collected through observation and purchase analysis with the help of an Eye Tracker, and then through semi-structured interviews with more than 14 participants. The results have revealed the evaluation attributes of a consumer when making the purchase decision through a coffee electronic commerce platform. The results of this research are a useful tool for companies that produce and/or distribute coffee products that have online selling as one of their main distribution channels or plan to have it in the future.
Comprensión de la relación del consumidor entre los 30 y 40 años con las estrategias de comercio electrónico de alimentos sostenibles en la ciudad de Medellín
(Universidad EAFIT, 2021) Gómez Jaramillo, Stephanie; Ospina Lopera, Mónica Liliana; Giraldo Hernández, Gina María
This investigation study aims to understand the relationship of consumers between the ages of 30 and 40 years in the city of Medellín with sustainable food e-commerce strategies. Current trends in eating habits and environmental practices open opportunities to propose solutions that allow promoting these good health practices and environmental sustainability. There are not many figures regarding this trend, but there is relevant information on vegetarianism and the sale of healthy foods, such as those pointed out by Laura Vita Mesa (2020) in a newspaper article and which are cited below: The Euromonitor firm reported that the global consumption of vegan and vegetarian products in 2016 was US $ 51,000 million, while the sale of healthy foods in 2017 amounted to US $ 1 billion. Acumen Research estimated that, by 2026, the size of this market globally will be approximately US $ 24 trillion. (p. 1) The investigation will make it possible to understand how the consumer of an age range between 30 and 40 years in the city of Medellín is related to the electronic commerce platforms of sustainable food, that is, food from ecological and responsible, natural and artisanal production, focused on caring for self-being, life and the environment. By 2020 there were 406,272 people in this age range, a figure that represents 15.8% of the city's population (Mayor's Office of Medellín, 2020). Through this investigation, the preferences of the target audience in terms of food´s ecommerce, the current situation of the sustainable food market, advantages and disadvantages of the proposal, among other relevant aspects, will be determined.
Diseñar una propuesta de mejoramiento en la gestión de los costos de última milla en la industria de e-commerce en Colombia
(Universidad EAFIT, 2022) Fernández Jaramillo, Santiago; Escalante Gómez, Juan Esteban
The Internet has become part of everyday life with a dynamic technological evolution that has allowed the rapid development of e-commerce, which has led many organizations to establish online channels for direct sales. Specifically, for the Colombian market there has been a remarkable advance in e-commerce with a score of 60.5 out of 100, being higher than the value of Latin America (48) and the world (55) and generating sales between 2016 and 2019 through the internet with growths of 90.6%, going from $11.7 billion pesos in 2016 to $22.2 billion pesos in 2019. These growth levels have brought with them great challenges in the supply chains, with the efficiency of distribution logistics becoming a determining factor in the face of materializing economic benefits in the industries. Currently, e-commerce is subject to a series of important challenges related to logistics, on which depends largely the possibility of potentiating the opportunities offered by digital e-commerce platforms, with high complexity in the last mile, because companies must also take into account factors associated with environmental sustainability, urban congestion, traceability of orders and tracking. All these factors can result in cost increases that must be considered in a comprehensive manner, in order to guide better planning strategies to reduce these costs while improving efficiency.
Diseño de un modelo de negocio para la comercialización digital de productos agrícolas y agroindustriales entre productores y consumidores finales
(Universidad EAFIT, 2022) Palomino Flórez, Juan Felipe; Ruiz Arenas, Santiago
Estudio de la omnicanalidad en el comercio minorista colombiano en el marco del comercio electrónico
(Universidad EAFIT, 2020) Pardo Díaz, Luisa Pardo; Uribe de Correa, Beatriz Amparo; Monroy Osorio, Juan Carlos
In most Colombian businesses, the administration of sales channels is presented in various ways, from the organizational structure to the management of indicators that can ever face one channel to another. In this study, the omnichannel in the Colombian retail of electronic commerce will be analyzed so that it is possible to identify companies in Colombia applying the concept and strategies around it. Bearing in mind the following: retail in general have different ways of interacting with users, clients and consumers; as well as identification from e-commerce will provide a digital approach integrated customer management and tracking of 5 tenets of omnichannel approach. Later, several authors are studied, who dividing the point of view between service and business, as they affect all aspects of an organization. After the appears of the effect of the use of one or several sales channels simultaneously or even better in a channel without borders where users or clients go from call center to physical point of sale to the internet, etc. Within the same purchasing process, for a synergy between channels, which allows companies to propose an optimal supply strategy. A responding how will this transition and that role will digital transformation the question of the future of trade will be resolved.
Estudio de prefactibilidad de un centro comercial virtual
(Universidad EAFIT, 2025) Kasyanenko, María Elizabeth; Diez Benjumea, Jhon Miguel
El impacto del Covid -19 en el sector e-commerce
(Universidad EAFIT, 2021) Abad Vega, Nicolás; Echavarría López, Marcela Isabel; Gaitán Riaño, Sandra Constanza
The COVID-19 pandemic was the determining factor in the world’s economy in 2020. Because of the uncertainty caused and the imposed measures by different governments to prevent the spread of the virus, many people lost their jobs and many companies had to close, affecting supply and demand worldwide. Equity markets also decreased their returns and volatility increased dramatically. However, there was one sector that benefited from the pandemic, which was the e-commerce sector. COVID-19 accelerated society’s digital adoption, the internet was the element that allowed people to stay connected and acquire the products they needed without having to leave home. This work uses an econometric model to explain the impact of the pandemic on the price of the most representative companies in the e-commerce sector. The results show that, although the death toll negatively affects the S&P500, the most representative companies in this sector saw their share prices rise as the death toll from COVID-19 rose.
Percepción de los tenderos sobre el uso del canal de comercio electrónico para hacer los pedidos para su tienda en Medellín
(Universidad EAFIT, 2021) Álvarez Sierra, Andrea; Restrepo Díaz, David; Arango, Rafael
In order to characterize the perception of shopkeepers in Medellin on the use of the e-commerce channel to place orders for their stores, this research work sought to establish a set of knowledge based on the characteristics of stores and shopkeepers that can access to e-commerce, to define the characteristics that stores and shopkeepers need to develop an e-commerce channel that allows them to place orders for their stores, and determine the perceptions of shopkeepers on the e-commerce. For this, concepts related to distribution channels, neighborhood stores, discount stores, the internet, e-commerce, and COVID-19 it was discussed, to identify factors that influence perceptions, such as the use of technology and communication media to request store orders. To achieve this, a qualitative research is proposed through in-depth interviews to the shopkeepers and observation in the stores, composed by a protocol that focuses on topics such as, typology of the stores, technological tools, communication of the store and evaluation of shopkeeper’s e-commerce knowledge. In the results was identified in the shopkeepers not only a growing level of learning and experience in the use of e-commerce, but also that most of the shopkeepers have the technology and communication tools, either a computer or cell phone, with internet connection or data plan. These are fundamental points to be able to implement e-commerce as a distribution channel to serve shopkeepers.
Plan de mercadeo 2023 para la empresa Distrimotos S.A.S.
(Universidad EAFIT, 2023) Gallego Montoya, Lina María; Serrano Rivero, Sergio Andrés; Uribe de Correa, Beatriz Amparo
Prefactibilidad de un modelo de negocio e-commerce para los distribuidores tienda a tienda que venden las marcas de Brinsa en Colombia
(Universidad EAFIT, 2021) Villamarín Triviño, Claudia Ximena; Salazar Gómez, Francisco Javier; Giraldo Hernández, Gina María
This project aims to solve a problem of product supply in corner stores; considering that distributors are the main suppliers of these stores and that currently due to the pandemic, it is difficult for them to reach the shopkeepers directly to sell their products, which represents significant losses in sales and migration of grocers to other purchasing channels where they can be supplied to fulfill their current task of being one of the main sources of supply for Colombian households. Taking as a premise the growing opportunity of electronic commerce in the country, this project wants to solve the problem mentioned previously through the creation of an e-commerce model for corner stores distributors in the country through which shopkeepers can place their orders directly, insure their products, do not have to wait until the visit of the distributor's salesperson to stock up and do not look for alternative purchases in substitute channels. Qualitative and quantitative studies were carried out that were finally summarized and analyzed in the financial study, resulting in the viability of a mobile application for shopkeepers, which will generate income through the online marketing of Brinsa cleaning products and will have reach for all distributors in Colombia, aiming at the permanent supply of shopkeepers.
Prefactibilidad para la creación de marketplace para Pymes colombianas
(Universidad EAFIT, 2022) Andrade Rengifo, Juan Camilo; Salazar Gómez, Francisco Javier; Uribe de Correa, Beatriz Amparo
Colombian SMEs are a pillar for the development of the economy, and it is necessary to implement tools that help these companies to sell their products and services. E-commerce is here to stay forever and although it seems easy, but many companies are having difficulties due to the costs involved in achieving traffic through the page and significantly increasing sales. This is the reason why a pre-feasibility study of a marketplace for Colombian SMEs was developed and to find out under what conditions it would be feasible to implement it to help both existing companies and new companies to start trading electronically quickly and with a traffic of established clients.
Proceso de decisión de compra de vestuario casual femenino a través del celular
(Universidad EAFIT, 2024) Williamson Palacio , Sara; Hoyos Bustamante, Samuel; Agudelo Calle, Jhonny Alejandro; Restrepo Reyes, Natalia
Mobile phones play a central role in the purchasing decision process worldwide. In the fashion sector, consumers use these devices to discover, evaluate, and acquire clothing. One of the most significant segments of this industry is women's casual wear, which has gained followers over the years. The aim of this study is to describe the purchasing decision-making process for women's casual clothing from a smartphone, targeting women between 24 and 44 years old, belonging to socio-economic strata 4 to 6 in the city of Medellin. This is a qualitative exploratory study that conducted 12 semi-structured interviews in June 2023. It was found that mobile phones are frequently used by consumers to purchase casual clothing. Instagram was the most used social media platform to discover and make purchases. The likelihood of making a purchase increases on websites with features such as visually appealing content, easy and responsive interaction, segmented and categorized search options, and transparent, clear information about the purchasing process. It is concluded that interacting with social media allows consumers to engage with advertisements and promotions, motivating them to visit shopping websites and make purchasing decisions.
Retos y desafíos de las grandes empresas colombianas del sector retail en la consolidación de los canales de ventas digitales
(Universidad EAFIT, 2022) Montoya Jiménez, Andrés David; Higuita Olaya, Daniel; Tamayo Bastidas, Carolina
In a growing Colombian economy and in the midst of different accelerated processes of digital transformation, large companies dedicated to the retail mass consumption sector, frequently have to face different challenges to be able to consolidate their digital sales channels. This is how, the present study sought to establish and describe the challenges and characteristics of these channels inside these organizations, thus their structures. Through a descriptive-research with mixed methodology, it approached leaders and experts of the industry with semi-structured interviews and validating surveys, mainly finding two type of structures and a set of challenges and treats in common, where the Covid-19 pandemic, the support of the upper management and the obstacles with logistics consolidated as the a higher impact challenges for these companies. Finally, this study let the door open towards new investigations that could tackle new and emergent categories such as the consolidation and maturity of the marketplaces formats and the possibility of a new study that allows us to understand the entire ecosystem once have been exhausted the consequences of pandemic outbreak.
Usos de la inteligencia artificial generativa para la optimización de la experiencia del cliente a la hora de realizar compras vía e-commerce
(Universidad EAFIT, 2024) Gómez Giraldo, Andrés Mauricio; Sepúlveda Cardona, Edwin Andrés
Most interaction processes were mediated by technology, which made technology culture take a relevant and essential position in defining its capacity for evolution and development. Cognitive processes, such as problem-solving, memory, creativity, and idea development, which were attributed to humans, were also skills that computing systems and algorithms could include, achieving automation and the creation of chatbots, virtual assistants, and recommendation mechanisms. Artificial Intelligence (AI), the science responsible for studying the artificial reproduction of human mind capabilities, impacted all aspects of an individual's daily life. In the field of Marketing, AI transformed brand communication processes and marketing tasks, generating changes in business models, increasing sales, conducting market studies and analyses, understanding consumers and their behavior, and improving the customer experience. This research aimed to identify the uses of Generative Artificial Intelligence (GAI) that contributed to optimizing customer experiences when making a purchase via e-commerce, through qualitative research with in-depth interviews with professionals with extensive knowledge of GAI and administrators of e-commerce portals.
Usos de la inteligencia artificial generativa para la optimización de la experiencia del cliente a la hora de realizar compras vía e-commerce
(Universidad EAFIT, 2024) Gómez Giraldo, Andrés Mauricio; Sepúlveda Cardona, Edwin Andrés
Most interaction processes were mediated by technology, which made technology culture take a relevant and essential position in defining its capacity for evolution and development. Cognitive processes, such as problem-solving, memory, creativity, and idea development, which were attributed to humans, were also skills that computing systems and algorithms could include, achieving automation and the creation of chatbots, virtual assistants, and recommendation mechanisms. Artificial Intelligence (AI), the science responsible for studying the artificial reproduction of human mind capabilities, impacted all aspects of an individual's daily life. In the field of Marketing, AI transformed brand communication processes and marketing tasks, generating changes in business models, increasing sales, conducting market studies and analyses, understanding consumers and their behavior, and improving the customer experience. This research aimed to identify the uses of Generative Artificial Intelligence (GAI) that contributed to optimizing customer experiences when making a purchase via e-commerce, through qualitative research with in-depth interviews with professionals with extensive knowledge of GAI and administrators of e-commerce portals.

Examinando por Materia "e-commerce"

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