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.