Estrategias digitales para el posicionamiento de tienda en línea. Revisión sistemática de la literatura

E-commerce provided the start of online sales, increasing as technology advances and the fashion segment is the fastest growing. Online companies selling clothing do not escape a current reality, on the contrary, they see the need to implement various strategies to remain in the market. The objective of this article is to analyze the use of digital marketing in clothing stores, which allowed us to establish, diagnose and understand the characteristics and benefits of using digital marketing to obtain inputs and generate recommendations that help solve problems of introduction in the digital market, strengthen a brand or stay in the middle. This is how this research using the descriptive and systematic method compiling articles in Spanish from journals, master's and doctoral theses of Google Scholar, virtual newspaper libraries SciE-LO, Redalyc and Elsevier published between 2020 and 2023. The results reflect the increase in e-commerce and virtual stores, use digital strategies that include website incorporation, strategic management of social networks, re-target of advertisements, SEO, Blog, website, shopping cart, virtual consultancies, influencers and fashion tips, reliability in delivery and quality of the product offered is a dominant factor when choosing a virtual clothing store. It is concluded that the various tools and elements of digital marketing allows positioning, visibility and competitiveness in online stores selling clothing, incorporating companies into the digital world on the web and creating content to grow. El comercio electrónico brindó el inicio de las ventas en línea, incrementándose a medida que la tecnología avanza y el segmento de moda es el de mayor crecimiento. Las empresas en línea de venta de ropa no escapan a una realidad actual, por el contrario, se ven en la necesidad de implementar diversas estrategias para permanecer en el mercado. El objetivo del presente artículo es analizar el uso del marketing digital en tienda de ropa lo que permitió establecer, diagnosticar y comprender las características y beneficios del uso del marketing digital para obtener insumos y generar recomendaciones que ayuden a solucionar problemas de introducción en el mercado digital, afianzar una marca o permanecer en el medio. Es así, como esta investigación utilizando el método descriptivo y sistemático compilando artículos en español de revistas, tesis de maestría y doctorado de Google Académico, hemerotecas virtuales SciE-LO, Redalyc y Elsevier