Integration of Digital Business Models in Business Management in the Western Zone of El Salvador

Abstract

The study analyzes the integration of digital business
models in the management of MSMEs in the western
region of El Salvador and their contribution to business
competitiveness and sustainability. A mixed-methods
approach with a pragmatic orientation was adopted,
combining structured surveys of 80 MSMEs from
Sonsonate and Santa Ana with interviews of key actors
in the support ecosystem. The results show a high level
of digital operations adoption (86.2%), mainly focused
on customer service (22%) and finance (17%), with
the use of e-commerce (61.7%) and digital marketing
(55.6%). Despite this, digital strategic planning
remains incipient (2%). Critical needs were identified
in training for digital tools (79%) and in digitalized
administrative/financial support (71%), along with a
perceived institutional support gap reported by 90.7%
of companies. Firms associate digitalization with better
market positioning (82%) and cost reduction (77.6%).
It is concluded that the adoption of digital models
strengthens competitiveness and sustainability but requires infrastructure, talent development, and
coordinated support mechanisms to scale toward
diversification and internationalization. The study
provides empirical evidence to guide public policies
and intervention programs aimed at moving from mere
“online presence” to strategic digital integration.