Analysis of the Automation of the Commercial and Distribution Process in the Footwear Sector of Ambato

Digital transformation integrates advanced technologies to optimize efficiency and enable automation without human intervention, thereby facilitating decision-making. Organizations rely on operational processes that structure and streamline internal activities, enhancing both productivity and performance. Currently, innovation and automation contribute to reducing errors, optimizing resource use, and ensuring quality in the delivery of products and services. This study analyzes the application of technologies, automation, and commercial and distribution processes, all of which are essential for managing sales operations and ensuring efficient product delivery. To assess the level of automation within organizations, an initial instrument comprising 40 questions was applied. However, it yielded a Cronbach's Alpha of 0.764, leading to its rejection due to insufficient reliability. Following a literature review, relevant technologies and tools used in organizational, commercial, and distribution processes were identified. Based on this analysis, a new instrument was developed, consisting of 32 questions and 172 items. This revised instrument underwent expert validation and achieved a reliability coefficient of 0.862, indicating high internal consistency. The instrument's applicability was tested through a pilot study involving 35 footwear companies located in Ambato, Ecuador. The results reveal that, although the use of technology demonstrates a positive correlation with customer growth (0.242), the influence remains modest. Moreover, the automation of commercial and distribution processes does not exhibit a statistically significant relationship with customer growth. These findings suggest that digitalization efforts alone are not sufficient to drive business expansion. Instead, they must be complemented by more effective marketing and commercialization strategies to fully capitalize on the potential of digital tools and automation. © 2025 IEEE.