Maestría en Gerencia de Proyectos · 2026

Estudio de prefactibilidad para la creación de un marketplace digital de productos de PYMEs y emprendimientos colombianos de moda

This thesis evaluates the pre-feasibility of creating a digital marketplace specialized in products from Colombian SMEs and fashion ventures, aimed at strengthening their competitiveness and expanding their access to e-commerce in an environment dominated by international platforms such as Temu, Amazon, and Shein. The study follows the UNIDO methodology for pre-feasibility studies (Behrens & Hawranek, 1991), through the comprehensive evaluation of the technical, commercial, organizational, legal, environmental, and financial components. The research was conducted in Medellín and the Metropolitan Area of the Aburrá Valley through two structured surveys administered to 97 digital fashion consumers and six SMEs and fashion ventures within the sector. Among the most relevant findings, the study identified strong latent demand: 70% of respondents who do not currently purchase fashion products online indicated that they would do so if a Colombian platform addressed their main concerns. Likewise, trust, size certainty, and a curated product offering emerged as the core elements of the value proposition. The findings also revealed a gap between the importance assigned to sustainability in the literature and consumers’ actual willingness to pay for it, leading to its repositioning as a brand identity attribute. The project is structured around a founding team of four members with complementary roles—general management, curation and brand hunting, technology and digital experience, and marketing and community—plus one operations coordinator as the only employee hired during the initial phase. This structure enables operations to begin with an investment of COP 30,000,000, made possible by Founder 3 directly assuming the development and implementation of the Sharetribe platform, eliminating the largest component of the original CAPEX. Financial indicators confirm the project’s viability under the base-case scenario: a Net Present Value (NPV) of COP 201,430,687, an Internal Rate of Return (IRR) of 92.3%, a discounted payback period of one year, and operational break-even achievable in the fourth year of operation. The two critical risks identified—non- compliance with standards by partner brands and cash deficits during the second and third years—have direct and feasible mitigation plans to be implemented by the founding team.

Palabras clave

Tesauro de su biblioteca