| Summary: | The digital economy sector includes those goods and services the development, production, sale, or supply of which critically depend on digital technologies and the Internet. The objective of this work is to understand the use of digital economy in the commercial sector in the canton of Riobamba; propose a digital approach to increase sales in virtual markets, as owing to the technological advances, more competitive strategies are needed. The digital economy is made up of the telecommunications infrastructure, the Research and Communication Technologies (ICT) industry, and the networks of economic activities. The methodology adopted in the research is descriptive, field, nonexperimental, and documentary study, conducted using synthetic, inductive and deductive analytical methods, and by collecting information from 373 surveys applied to economic establishments in the city of Riobamba. Results showed a lack of knowledge of the term “digital economy”, as the majority of the studied population was unaware of the meaning of digital economy. However, the participants were familiar with the use of technology in commercial activities and the importance of commercial establishments in accessing the Internet to interact with international providers. Therefore, 56% of those surveyed have virtual platforms to promote their products and services through the use of the Internet for their commercial activities.
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