Characterization of e-commerce as an emerging strategy in the current economic environment

Introduction: E-commerce consists of using various Information and Communication Technologies (ICTs) to promote the trade of goods or services through platforms such as websites or social media. Currently, the use of the internet has enabled traditional commerce to evolve into e-commerce, becoming a fundamental component of the economic ecosystem. It represents a growth opportunity and constitutes an essential strategy for business survival and competitiveness. Objective: To characterize e-commerce as a strategic modality within the current commercial ecosystem. Methods: A literature review was conducted using databases such as Google Scholar and ResearchGate, with keywords including e-commerce, Internet, digital tools, and website. A total of 16 articles were selected, and the necessary information was extracted. Discussion: It has been evidenced that e-commerce has directly and significantly impacted the sales management of organizations. Digital tools such as social media, marketplaces, mobile commerce, and sales apps are essential to facilitate e-commerce adoption. Factors negatively affecting its implementation include limited technological infrastructure, insufficient staff training, and generational, educational, and economic gaps. Conclusions: E-commerce has ceased to be an emerging alternative and has become an essential component of contemporary commercial dynamics. Although there are factors that may facilitate or hinder its implementation, it is imperative to take action aimed at promoting its adoption.