Methodology for a Low-Cost Strategic E-Commerce Model for MSMES in Bogotá, Colombia

Abstract

The present memoirs are the result of the doctoral thesis of the same name, presented in the Doctorate in Administration at the University of Celaya – Mexico, by the main researcher of this article. The main objective of the study was to develop a methodology for a low-cost strategic e-commerce model for micro, small, and medium-sized enterprises (MSMEs) in Bogotá, Colombia, with limited financial, human, and technical resources, through e-commerce platforms, e-commerce portals, e-marketing tactics, public-private partnerships, and e-logistics. The research methodology employed a mixed-methods approach, combining the collection and analysis of both quantitative and qualitative data, and utilized three questionnaires: one for entrepreneur students trained in the model, another for those untrained, and a third focused on digital maturity. Data collection took place from September 8, 2022, to April 28, 2023, with a non-probability sample focused on MSMEs in the service, commerce, manufacturing, and industrial sectors in Bogotá. The sample included 44 entrepreneur students from La Salle University, comprising founders, second-generation business leaders, employees, managers, or external consultants of MSMEs, divided into 34 trained in the model and 10 who were not; the trained individuals enrolled in specific e-commerce and digital marketing courses from 2017 to 2022. The principal researcher served as a professor and thesis advisor for these participants in specific cases. The training demonstrated a positive transformation in Bogotá’s MSMEs, evidenced by increased Efficiency and Competitiveness, Expansion of the Customer Base, and Impact on Brand Perception. The untrained companies faced significant challenges, such as Knowledge Gaps, Resistance to Digital Transition, and High Associated Costs. Training in this low-cost e-commerce model led to an increase in the digital maturity of the MSMEs, with growth of 9% (from 44% to 53%). This progress was reflected in key areas such as digital commerce, branding, logistics, and payment systems.