Estimation of the sales channels’ digitalization level of firms from Bahía Blanca, Argentina facing the pandemic Estimación del nivel de digitalización de los canales de venta de empresas de Bahía Blanca, Argentina frente a la pandemia

ALDERETE, MARÍA VERÓNICA; ÁLVAREZ, NICOLÁS; JONES, CAROLA

Contaduria y Administracion

Universidad Nacional Autonoma de Mexico

Lugar: Ciudad de México; Año: 2023 vol. 68 p. 133 - 163

0186-1042

This work determines the sales channels’ level of digitalization of registered companies in the “DesdeCasa” directory in Bahía Blanca built by the Town Hall and others through the pandemic. From principal component analysis on the presence of these companies on different digital platforms such as Facebook, Instagram, WhatsApp, its own website and the level of e-commerce, a digitization index is built. The 1 284 registered companies are regrouped in 18 areas of activity. It is observed that the categories “Furniture and decoration”, “IT-electronics and others”, and “Healthy eating (without TACC)” are the ones with the greatest levels of digitalization; while “Pharmacy”, “Food in general” and “Warehouse-self-service” are the ones with the least levels of digitalization. Regarding e-commerce, only 14.5% of companies are at an advanced level (transactional). While most of the companies (73%) do not have their own website, it is underlined that 80% are present on social networks.