Digital strategy for the growth of micro and small enterprises: the case of Gusto Amazónico in Tarapoto

The research analyzed the influence of a marketplace on the commercial performance of the company Gusto Amazónico, located in Tarapoto, during 2020. The study was based on the observation that digital transformation and e-commerce had significantly changed the way companies interacted with their customers and managed their operations. International, national, and local background information was reviewed, demonstrating that the adoption of digital trading platforms expanded market reach, optimized internal processes, reduced costs, and strengthened customer relationships. Marketplaces were identified as a particularly advantageous strategy for micro and small businesses with physical infrastructure limitations, as they allowed them to access more consumers without high investments in premises or personnel. In the specific case of Gusto Amazónico, it was determined that the implementation of a marketplace could facilitate expansion into new markets, diversification of sales channels, and improvement in order and inventory management. Likewise, the incorporation of methodologies such as Lean Startup and Lean Canvas provided an agile framework for designing, validating, and adjusting the business model, reducing risks and promoting continuous learning. In conclusion, it was established that the adoption of a marketplace, together with digital marketing and customer relationship management strategies, had the potential to become a catalyst for the company's sustainable growth and competitiveness, provided that it could effectively adapt to technological changes and the demands of digital consumers.