Commercial viability of an online store for Importadora GV in Ecuador: a user experience– based assessment
DOI:
https://doi.org/10.56294/digi2026291Keywords:
e-commerce, user experience, online store, commercial viability, EcuadorAbstract
Introduction: E-commerce is essential for business sustainability and competitiveness in the digital era. In Ecuador, 75.6% of the population uses the internet, with e-commerce revenues projected to exceed USD 6.1 billion by 2025. Importers such as Importadora GV face the challenge of adapting to this trend to avoid market failure.
Objective: To determine the commercial viability of launching an online store for Importadora GV in 2024, from a user experience perspective.
Methods: A quantitative, descriptive, cross-sectional study was conducted using a structured survey administered to a sample of 69 individuals, 56 of whom reside in Santo Domingo and represent online shoppers.
Results: The majority of respondents use the internet daily (94.2%). The most frequently purchased products online were clothing and accessories (58%). Key purchase drivers rated as “Very important” included secure payment options (57%), fast delivery (54%), and customer service (48%). While 72.5% of respondents were aware of Importadora GV, 42% stated they would definitely access its online store.
Conclusions: Commercial viability is high; however, the success of Importadora GV’s digital platform hinges on delivering a robust user experience, prioritizing ease of use, transaction security, and logistical efficiency—particularly delivery speed.
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Copyright (c) 2026 Gabriela Jamileth Guerrero Vidal , Susgein Julissa Miranda Cansing , Jenrry Fredy Chávez-Arizala (Author)
This work is licensed under a Creative Commons Attribution 4.0 International License.
The article is distributed under the Creative Commons Attribution 4.0 License. Unless otherwise stated, associated published material is distributed under the same licence.
