Digital Transformation in EcuadorCOVID-19 Pandemic as an accelerator to E-Commerce

Abstract

Following the study on digital transformation that Ecuador has been experiencing in the first year of the COVID-2021 Pandemic, this report submits the growth prospect of e-commerce, marketing and digital advertising. This study is based on the quantitative data published by the metrics of digital communication that take as a starting point statistics gathered from the study of the World Internet Project. Which from the theoretical approach of the Human Ecol-ogy of Communication of Ecuador, seeks the endogenous and exogenous particularities of communication behavior in Ecuadorian society, explaining the accelerated process of digital transformation. Ecuador’s e-commerce growth of 54% reached 2.2 billion dollars in sales, compared to 2019, and with preference channels for purchases made by Whatsapp in 49%, Apps 44% and Websites 35%. The main volume of visits for e-commerce websites came from search engines 60,81%, direct visits 30,40% and social networks with 4,12% in 2020.