ABSTRACT
The commercial strategies of the small businesses of Alajuela Street in the Portoviejo Canton of Manabí in Ecuador in times of COVID-19 have had different impacts. This article seeks to explore and disseminate the main business strategies of SMEs in Latin America and their impacts of these business strategies on small business sales. A case study is proposed from one of the cantons of Ecuador. To carry out the research, the consultation of specialized bibliography, the survey, direct observation and statistical processing are used. As main re-sults, it is obtained that in 99% of the cases, the merchants who applied online marketing strategies in periods of Covid-19 had a positive impact on their income, a behavior similar to that of studies in the Latin American field. 74% of those surveyed decided to keep offering the same kind of item or product during the pandemic and 18% decided to switch products to food. 94.1% of businesses were affected by COVID-19. © 2023, University of Cienfuegos, Carlos Rafael Rodriguez. All rights reserved.