A. M. 
The recent study by the Economic Commission for Latin America and the Caribbean (ECLAC) highlights an alarming reality for micro and small businesses in the region: more than 90% lack an online presence. This absence in the digital world limits their ability to compete in an increasingly globalized and technology-dependent market. Lack of online visibility prevents them from accessing new customers and expanding their operations, which can be critical to their survival and growth.
In addition, the report notes that of those companies that are connected, more than 60% maintain only a passive online presence. This means that, although they have some sort of website or social media profile, they are not leveraging digital tools to actively transact or interact with their customers. This inaction may be due to a lack of resources, knowledge or adequate strategies to implement a digital business model.
Passive online presence also limits the potential for these companies to collect data about their consumers and better understand their needs. In an environment where personalization and customer experience are increasingly valued, not using technology to generate meaningful interactions can leave these companies lagging behind competitors that do. Active interaction not only improves customer relationships, but also enables companies to adapt quickly to changes in the marketplace.
To address this situation, it is essential to promote initiatives that train micro and small businesses in the use of digital tools. Training programs, consulting and financial support can be key to facilitate their transition to a more dynamic and competitive model. Investing in the digitization of these companies will not only benefit their growth, but will also contribute to the economic development of the region as a whole.
