Abstract
The aim of the work consists of: identifying the e-commerce activities implemented by the financial sector in Mexico, using quantitative methods, in order to perform a cluster analysis. Through a compilation of data from the Census on information and communication technologies (2019), sales in millions of pesos and sales methods through ecommerce (Company website, third-party website) are established as study variables. , social media, email). The results indicate that the financial sector that operates in Mexico City reflects the highest amount of sales revenue through e-commerce in: the company's website, third-party website and email, while the sector predominates in social networks financial institution of Nuevo León. Challenges are observed in the integration of technologies industry 4.0 that allow generating greater competitiveness in digital marketing
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