Análisis del comportamiento del consumidor en tiendas de ropa virtuales en Colombia mediante Power BI

Yenny Fernanda Ortega Zuñiga; Yisel Vanesa  Cárdenas Rojas; Eliana Carolina Sánchez Acosta

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Analysis of consumer behavior in online clothing stores in Colombia using Power BI

Yenny Fernanda Ortega Zuñiga

Fundación de Estudios Superiores Comfanorte, Cúcuta,Colombia

Yisel Vanesa Cárdenas Rojas

Fundación de Estudios Superiores Comfanorte, Cúcuta,Colombia

Eliana Carolina Sánchez Acosta

Fundación de Estudios Superiores Comfanorte, Cúcuta,Colombia

Published

2026-07-01

Issue

Vol. 13 No. 26 (2026)

Section

Artículos

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This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.

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Data analysis, behavior, Power BI, online stores.

This study analyzes consumer behavior in online clothing stores in Colombia using Power BI. Based on a dataset of 250 records, patterns related to purchasing habits, product categories, the impact of discounts, and time spent on the website were identified. The results showed that discounts significantly influence purchasing decisions and that jackets and sportswear are the most in-demand categories. Bogotá stood out as the city with the highest number of online purchases. It was also observed that users who spend more time browsing have a higher probability of conversion. The use of Power BI allowed the data to be transformed into interactive visualizations useful for understanding consumer behavior and supporting strategic decision-making in Colombian e-commerce.

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008

López, A. (2022). Análisis del comportamiento de compra online en Colombia. Repositorio Universidad Autónoma de Occidente (UAO). https://red.uao.edu.co/server/api/core/bitstreams/a923aafb-aef3-4441-867c-681d80dcd48d/content

Vargas, C., & Toro, D. (2022). Factores que influyen en la intención de compra física y en línea de ropa en Colombia. Gestión y Región, 19(4), 479-500. http://www.scielo.org.co/scielo.php?script=sci_arttext&pid=S0123-59232022000400479

Thomas H. Davenport, T., & Jeanne G. Harris, J. (2007). Competing on Analytics: The New Science of Winning. Harvard Business School Press.

Díaz, C. Á. (2023). Informe e-País: . Bogotá: ICEX España Exportación e Inversiones, E.P.E. . (Resumen) Informe e-País - Comercio electrónico en Colombia en 2023

Castro Girón, M. S., & Iparraguirre García, M. I. (2019). ANÁLISIS DE LOS PRINCIPALES FACTORES QUE INFLUYEN EN . REPOSITORIO ACADEMICO UPC, 185.

Keywords:

Data analysis, behavior, Power BI, online stores.

Abstract

References

Davis, F. D. (1989). Perceived Usefulness, Perceived Ease of Use, and User Acceptance of Information Technology. MIS Quarterly, 13(3), 319–340. https://doi.org/10.2307/249008

Thomas H. Davenport, T., & Jeanne G. Harris, J. (2007). Competing on Analytics: The New Science of Winning. Harvard Business School Press.

Díaz, C. Á. (2023). Informe e-País: . Bogotá: ICEX España Exportación e Inversiones, E.P.E. . (Resumen) Informe e-País - Comercio electrónico en Colombia en 2023

Castro Girón, M. S., & Iparraguirre García, M. I. (2019). ANÁLISIS DE LOS PRINCIPALES FACTORES QUE INFLUYEN EN . REPOSITORIO ACADEMICO UPC, 185.

Analysis of consumer behavior in online clothing stores in Colombia using Power BI

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