## 1 Introduction  
Currently, the Internet is the most used tool as a means of communication in society. Its penetration and the accessibility of applications have made it a distribution channel that allows people and organizations to generate a wide variety of interactions, even at the level of commercial transactions. In addition to this, quarantines and isolation due to the 2019 coronavirus disease (COVID-19) pandemic caused an increase in the use of web applications [1]. These events have meant an exponential increase in business-to-consumer (B2C) as well as business-to-business (B2B) electronic commerce (eCommerce) [2]. Electronic commerce undoubtedly presents a competitive advantage for organizations and opens the possibility for those companies that did not have access to these services due to lack of infrastructure or the high costs to acquire them [3]. In addition, the proper use of eCommerce eliminates intermediaries and distributors, which presents a direct environment between the client and the producer, reducing operating costs [4]. To achieve the success of the electronic market, organizations must carry out a complete analysis of its characteristics and needs and of how the use of the Internet becomes a channel of influence between buyer and seller [5]. Several works reviewed as a contribution to the literature on the subject addressed the use of the Internet from the vendor's point of view. However, in the last two years and mainly due to the pandemic, research on the electronic market proliferated exponentially. These works sought to improve the customer experience by analyzing the use of the Internet and its acceptance or not as a shopping channel [6]. Perhaps, before the pandemic, the lack of knowledge about the orientation of the market and the effect of ICTs on customer behavior generated a wrong view in certain investigations, giving greater importance to ICTs as support for business management and its infrastructures [7]. Technologies play an important role in the exchange, promotion, and sale of products and services where their use is increasing. eCommerce employment generates millionaire profits and is presented as a new form of business that undoubtedly represents a driving force for the economic development of the business sector, both for developed nations and developing nations [8]. The adoption of eCommerce by the global business sector is continuously growing; however, as organizations increase in size, electronic commerce becomes more complex and challenging [9]. Since the beginning of the 21 st century, studies of electronic business showed the importance of this topic worldwide, and authors such as [10; 11] highlighted that its use stands out due to the number of publications on the subject. It is currently considered a significant element of study due to the great impact it has on the economic and social development of humankind. In the research study carried out, several literature review articles on eCommerce and digital marketing were identified. The main topics addressed in the articles were related to the main publication regions, most relevant journals, eCommerce adoption, and benefits of eCommerce [12; 13; 14; 15; 16; 17]. However, very few articles proposed methodologies that can be applied to small businesses ([PERSON] and [PERSON], 2013; [PERSON] and [PERSON], 2016; [PERSON] and [PERSON], 2013; [PERSON], [PERSON] and [PERSON], 2015; [PERSON] and [PERSON], 2017). It is important to highlight that the elements of society have undergone an important change in the way in which they carry out their activities. People's adaptation to computer technology has been somewhat natural. Large information technology (IT) providers have been able to identify the needs of organizations and individuals to improve their applications in terms of accessibility and usability, managing to improve their use in most environments [18].