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Organizations perceive electronic commerce, as a mechanism to reach their stakeholders directly, facilitating the success of the transaction and from anywhere in the world (Guzman, Gil & Carot 2013). The objective of this article is to establish how organizations have adopted this strategy to improve efficiency in the marketing of their products and services, showing that to reach their stakeholders they should orient their strategies towards inclusion of the community, from the participation and interaction that is generated with the organization in social internet media, where Facebook is the most used social network for e-commerce. Finally, it is found that e-commerce has surpassed the simple fact of internet marketing, moving up the social commerce or s-commerce, a horizon which includes the user community and the Internet user as a participant in the processes related to marketing through social networks.

Del comercio electrónico al comercio social: La innovación al alcance de las organizaciones. Estudio para el sector calzado Bucaramanga, Colombia