La importancia de la innovación digital en multiconsumibles S.A.S para crecer y expandirse en el mercado post-pandemia

Abstract

The COVID-19 pandemic has had a profound impact on the global economy, affecting businesses of all sizes and sectors. In this context, digitalization and innovation have emerged as critical drivers for survival and growth in organizations. This monograph focuses on the Colombian case, where e- commerce has experienced a remarkable 73% increase in online sales during 2022, despite ongoing economic challenges, underlining the fundamental role of digital innovation in adapting to a virtual and highly competitive market. However, the rapid growth of e-commerce has also introduced new forms of fraud and theft, highlighting the need to maintain consumer trust in digital platforms. Within this context, the study delves into the case of the Colombian company MultiConsumibles S.A.S. during the period 2020-2023. This research aims to evaluate the company's digital performance, including its expansion through social media, brand identity establishment, and entry into digital platforms such as Mercado Libre. The assessment seeks to determine the company's competitiveness in the digital landscape and identify areas for improvement. It emphasizes the pivotal role played by platforms like Mercado Libre in fostering digital growth for local businesses offering essential security features for both merchants and potential buyers, ultimately promoting consumer trust in the digital marketplace.