Digital marketplaces as a commercial innovation approach for entrepreneurs.

Abstract

The Mercado Libre and Amazon platforms were compared to identify which one is most used by entrepreneurs in Cárdenas, Tabasco, to make sales, how they learned to use them, and which one is the most efficient. This study will contribute to a better understanding of the practices and approaches adopted by these platforms, which can be valuable for both consumers and entrepreneurs seeking to rely on these marketplaces. The study was conducted in the municipality of Cárdenas, Tabasco, using a quantitative approach, with a sample size (n:30). It was observed that the platform most used by entrepreneurs to sell their products online is Mercado Libre.