Abstract

This research analyzes the challenges and adaptation strategies faced by small and medium-sized businesses (SMEs) in the integration of digital tools. The main goal is to understand how these companies handle digital transformation, the specific obstacles they encounter, and the successful practices they employ to overcome these challenges. Quantitative research was carried out with a cross-sectional design. Structured questionnaires in digital format distributed through Google Forms were used. The study population included SMEs active in the use of digital tools and the sample was selected through simple random sampling, covering approximately 100 SMEs. The questionnaires were validated, and their reliability evaluated through pilot tests. The results of the survey indicate that 51.85 % of respondents hold other positions within the company, suggesting an organizational structure with diverse roles. 59.26 % consider digitalization to be "very important" for the long-term success of their companies. Additionally, 37.04 % of companies have implemented digital marketing tools, improving business operations and customer relationships. Respondents also reported a positive experience with the implementation of digital tools, with 51.85 % evaluating it as "very positive." The research concludes that companies that successfully integrate digital tools report improvements in operational efficiency, customer satisfaction, and market expansion. Therefore, it is essential that SMEs develop effective strategies to overcome the obstacles and take advantage of the opportunities that digitalization offers.