E-commerce and organic products, consumer behavior, sustainability, and digital marketing strategies

Introduction: the current commercial landscape in Latin America, and particularly in Ecuador, is being redefined by e-commerce, which has positioned itself as a key strategic factor. Objective: to characterize the viability of e-commerce for the marketing of organic products. Method: a review of the available literature was conducted in databases such as SciELO, Scopus, and ClinicalKey, from which a total of 14 related articles were consulted. Empirical methods such as logical history and analysis and synthesis were used. Results: the consumption of organic products in Ecuador shows a positive trend, driven primarily by the perception of health benefits and higher nutritional content. Despite this, low overall consumption persists, with the main barriers being high price and limited physical availability. E-commerce is positioned as the most strategic channel to overcome these limitations, given the exponential growth of online sales in the country. The success of an online organic store lies in the implementation of digital marketing strategies that emphasize transparency, traceability, product quality, and sustainability. Conclusions: the digitalization of commerce offers a significant opportunity to expand the organic products market in Ecuador, transforming the challenges of distribution and access. To capitalize on this potential, online retail offerings must adopt a rigorous, customer-centric methodological approach grounded in comprehensive sustainability, using digital marketing as a key tool for consumer education and trust building.