El comercio electrónico y el uso de plataformas digitales como impulsores de la competitividad del calzado colombiano a partir del caso Havaianas en Brasil

Abstract

This study aims to analyze how e-commerce and digital platforms can improve the competitiveness of the footwear sector in Colombia, using the success of Havaianas in Brazil as an example. It focuses on how digitalization, internationalization, and cultural value are interconnected, highlighting the need to adapt technological strategies in production hubs such as Bucaramanga. The methodology used is qualitative and comparative, based on document review, sector data analysis, and academic observation during an experience in Brazil. The dynamics of e-commerce in Colombia and Brazil are compared to identify differences and opportunities for the Colombian sector. The results show that the use of digital platforms facilitates access to international markets, strengthens brand identity, and helps create added value through strategies such as emotional marketing and storytelling. It also identifies limitations, such as the costs associated with adopting technology and the low level of digital maturity among small and medium-sized enterprises in the footwear sector. The discussion highlights that, although there are economic and structural obstacles, digitalization is not a threat to artisanal tradition but rather an opportunity to preserve and project it globally. The example of Havaianas illustrates that technological innovation can be combined with cultural identity without losing authenticity. Finally, it is concluded that e-commerce is an important factor in making Colombian footwear competitive, as long as it is used with a clear strategy. Proposed actions include training in digital tools, leveraging marketplaces, and creating brand experiences so that Colombia can stand out internationally in artisanal footwear.