EVOLUTION OF E-COMMERCE AND DIGITAL MARKETING IN ECUADOR DU-RING THE COVID-19 PANDEMIC

The COVID-19 has had a significant impact on the business world, forcing companies to adapt to new ways of opera-ting. In the case of Ecuador, companies have had to resort to digital technology to survive the crisis. The article focuses on the growing use of computer systems in Ecuador, especially in business management. The document proposes a development approach that covers various stages, including temporal and economic planning, based on the com-bination of technologies such as artificial intelligence, 5G and robots. In the digital marketing sector, the importance of understanding consumer behavior is highlighted, especially in the Ecuadorian footwear market. Digital marketing strategies, such as inbound marketing and e-commerce, are discussed, highlighting the need to adapt to growing con-sumer information and demands.