Resumen

ALDERETE, María Verónica; ALVAREZ, Nicolás  y  JONES, Carola. Estimating the level of digitalization of companies’ sales channels in Bahía Blanca, Argentina, in the context of the pandemic. Contad. Adm [online]. 2023, vol.68, n.4, e415.  Epub 14-Oct-2025. ISSN 0186-1042.  https://doi.org/10.22201/fca.24488410e.2023.3344.

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.

Palabras llave : electronic commerce; pandemic; ICT; social media; businesses.

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