Estrategias de transformación digital para el acceso al comercio internacional en empresas emergentes colombianas
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Fecha
2025
Autores
Pérez Sierra, Angie Estheyfer
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Ediciones Universidad Simón Bolívar
Facultad de Administración y Negocios
Facultad de Administración y Negocios
Resumen
La presente investigación tiene como objetivo general analizar las tácticas de
digitalización implementadas por startups colombianas para mejorar su acceso al
comercio internacional y aumentar su competitividad en mercados globales. Para
alcanzar este propósito, se empleó un enfoque metodológico mixto con diseño no
experimental y alcance exploratorio-descriptivo, utilizando la revisión documental
como técnica principal. El estudio se centró en el análisis de casos relevantes y
fuentes secundarias confiables, abarcando experiencias exitosas en la adopción de
tecnologías digitales como la inteligencia artificial, el comercio electrónico, los
sistemas ERP y las plataformas en la nube. Los resultados evidencian que el 76 %
de las startups analizadas ha iniciado procesos de transformación digital,
destacando la implementación de comercio electrónico (65 %) y tecnologías
basadas en inteligencia artificial (58 %). Empresas como EatCloud, Datup, Vueltap
y Whale and Jaguar son ejemplos del impacto de estas herramientas en la
escalabilidad de modelos de negocio y en su acceso a mercados internacionales.
Asimismo, se identificaron factores facilitadores como el acompañamiento
institucional (MinTIC, iNNpulsa, ProColombia) y la existencia de incubadoras de
innovación, aunque persisten obstáculos como la escasa formación en
competencias digitales (37 %), la resistencia organizacional al cambio (62 %) y la
brecha urbano-rural en infraestructura tecnológica. A partir de los hallazgos, se
proponen estrategias para optimizar la transformación digital: reforzar la formación
en talento digital, fomentar una cultura organizacional pro-innovación, promover
alianzas estratégicas con incubadoras y startups internacionales, y avanzar en la
simplificación del entorno normativo. En conclusión, la digitalización no solo
representa una vía para fortalecer la competitividad de las startups colombianas,
sino que también contribuye al desarrollo económico sostenible del país,
alineándose con los Objetivos de Desarrollo Sostenible 8 y 9 de la Agenda 2030.
The overall objective of this research is to analyze the digitization tactics implemented by Colombian startups to improve their access to international trade and increase their competitiveness in global markets. To achieve this purpose, a mixed methodological approach with a non-experimental design and exploratorydescriptive scope was used, employing document review as the main technique. The study focused on the analysis of relevant cases and reliable secondary sources, covering successful experiences in the adoption of digital technologies such as artificial intelligence, e-commerce, ERP systems, and cloud platforms. The results show that 76% of the startups analyzed have initiated digital transformation processes, highlighting the implementation of e-commerce (65%) and artificial intelligence-based technologies (58%). Companies such as EatCloud, Datup, Vueltap, and Whale and Jaguar are examples of the impact of these tools on the scalability of business models and their access to international markets. Likewise, facilitating factors such as institutional support (MinTIC, iNNpulsa, ProColombia) and the existence of innovation incubators were identified, although obstacles such as poor training in digital skills (37%), organizational resistance to change (62%), and the urban-rural gap in technological infrastructure persist. Based on the findings, strategies are proposed to optimize digital transformation: strengthening training in digital talent, fostering a pro-innovation organizational culture, promoting strategic alliances with international incubators and startups, and advancing the simplification of the regulatory environment. In conclusion, digitization not only represents a way to strengthen the competitiveness of Colombian startups, but also contributes to the country's sustainable economic development, aligning with Sustainable Development Goals 8 and 9 of the 2030 Agenda
The overall objective of this research is to analyze the digitization tactics implemented by Colombian startups to improve their access to international trade and increase their competitiveness in global markets. To achieve this purpose, a mixed methodological approach with a non-experimental design and exploratorydescriptive scope was used, employing document review as the main technique. The study focused on the analysis of relevant cases and reliable secondary sources, covering successful experiences in the adoption of digital technologies such as artificial intelligence, e-commerce, ERP systems, and cloud platforms. The results show that 76% of the startups analyzed have initiated digital transformation processes, highlighting the implementation of e-commerce (65%) and artificial intelligence-based technologies (58%). Companies such as EatCloud, Datup, Vueltap, and Whale and Jaguar are examples of the impact of these tools on the scalability of business models and their access to international markets. Likewise, facilitating factors such as institutional support (MinTIC, iNNpulsa, ProColombia) and the existence of innovation incubators were identified, although obstacles such as poor training in digital skills (37%), organizational resistance to change (62%), and the urban-rural gap in technological infrastructure persist. Based on the findings, strategies are proposed to optimize digital transformation: strengthening training in digital talent, fostering a pro-innovation organizational culture, promoting strategic alliances with international incubators and startups, and advancing the simplification of the regulatory environment. In conclusion, digitization not only represents a way to strengthen the competitiveness of Colombian startups, but also contributes to the country's sustainable economic development, aligning with Sustainable Development Goals 8 and 9 of the 2030 Agenda
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Palabras clave
Transformación digital, Startups colombianas, Comercio internacional, Competitividad empresarial, Internacionalización
