Estrategias de Marketing Digital para Emprendedores Panameños con Capital Limitado: Análisis del Modelo Dropshipping como Alternativa de Negocio

In recent years, the dropshipping model has consolidated as a strategic alternative for entrepreneurs operating under financial constraints, particularly in emerging economies undergoing accelerated digital transformation. In Panama, where microenterprises represent a significant share of productive activity, this model offers an opportunity to enter digital markets without the need for inventory or physical infrastructure. This article aims to analyze the viability of dropshipping as an operational model for Panamanian entrepreneurs with limited financial resources, identifying its main competitive advantages as well as the risks associated with its implementation. A qualitative documentary research design was adopted, based on a systematic review of recent scientific literature, specialized technical reports, and national regulations related to individual commercial activity. The findings indicate that dropshipping has evolved in response to global economic and technological changes, including the 2008 financial crisis and the expansion of e-commerce following the COVID-19 pandemic. These dynamics have reduced traditional market entry barriers, enabling small entrepreneurs to participate in digital commerce ecosystems. However, the analysis highlights critical implementation factors such as supplier selection, customer experience management, reputational control, and regulatory compliance. The study concludes that dropshipping represents a viable opportunity for low-capital entrepreneurs in Panama, provided it is supported by digital marketing strategies focused on differentiation, commercial transparency, and trust-oriented value creation.