System for Entry and Advancement in E-commerce, Case: Retailers of Clothing and Accessories in the City of Torreón, Coahuila Mex.

Abstract

The present study addresses the issue of a lack of knowledge to engage in electronic commerce, which has resulted in a series of imbalances in the commercial dynamics of micro and small enterprises. This is because online sales channels are causing a greater displacement of products that offer advantages compared to the traditional sales scheme. Therefore, the design and implementation of a system for entering and advancing in electronic commerce is proposed. All of this is done through surveys applied to managers, directors, and owners of micro and small retail businesses in clothing and accessories in the city of Torreón, Coahuila. Strategies, factors, and conditions for venturing and advancing in e-commerce sales were identified. The corresponding dimensions that directly influence the success or failure of a micro or small retail business in clothing and accessories in online sales were defined. The resulting instrument was validated using the Delphi method with the input of 10 experts, followed by a pilot test applied initially to 33 directors, managers, or owners of micro or small businesses. The Cronbach's Alpha was then calculated for its reliability.