Modelo de negocio de e-commerce para la comercialización confiable y eficiente de licor en Engativá, Bogotá desde una perspectiva crítica

Abstract

This study critically analyzes the barriers and opportunities associated with the e-commerce business model for liquor sales in the Engativá district of Bogotá. The research problem stems from the increasing digitalization of commerce alongside existing limitations in selling alcoholic beverages through digital channels—such as informality, the risk of product adulteration, and low consumer trust. The primary objective is to critically assess the viability of the e-commerce model for the reliable and efficient sale of liquor in this context. Methodologically, the study employed a quantitative approach with a descriptive design, comprising two phases: a documentary review of the business environment (including PESTEL and SWOT analyses and benchmarking) and a structured survey of 101 local consumers. The results reveal high levels of liquor consumption and growing adoption of digital channels, as well as significant concern regarding product authenticity. Furthermore, the study identified a strong market willingness to use specialized platforms that offer security, fair pricing, and rapid delivery. The conclusion is that the e-commerce model represents a viable opportunity in Engativá, provided it can overcome barriers related to trust, regulation, and existing competition. Consequently, differentiation through traceability, product legality, and logistical efficiency emerges as a key factor for successful implementation.