Impact of E-Commerce on Business Competitiveness and Customer Satisfaction

Introduction: The study analyzed how e-commerce transformed business models at the global, regional, and national levels, driven by globalization, the internet, and recent socioeconomic changes. It highlighted that, during 2020, e-commerce grew significantly in all regions, with Latin America being one of the most dynamic, and that in Peru the sector experienced a notable increase, with 55% growth compared to the previous year. Development: International, national, and local research was reviewed, demonstrating the positive relationship between e-commerce and variables such as customer satisfaction, profitability, and business performance. Among the findings, it was evident that the proper adoption of e-commerce offered positive experiences for consumers and strategic benefits for businesses. The theoretical framework addressed e-commerce concepts, advantages and disadvantages, business models, and the agile SCRUM methodology, along with key dimensions such as content, virtual store design, and purchase security. Factors associated with purchase satisfaction, such as product search, promotion, and the purchase process, were also included. Conclusion: E-commerce has established itself as a strategic tool for increasing business competitiveness, improving customer experience, and expanding market reach. In Peru, its expansion represented an opportunity for innovation, although challenges related to security, logistics, and differentiation persisted. The application of methodologies such as SCRUM and the efficient management of e-commerce dimensions were presented as keys to sustainable growth.