Nowadays, Digital transformation has generated a significant impact on companies, requiring constant adaptation to maintain competitiveness. This thesis investigates proposals for digital tools, such as electronic commerce and social commerce, to increase the presence in the captive market of a company in the organic and artisanal sector. Analysis of previous research has revealed that e-commerce and social commerce can transform the way companies interact with customers, generate sales, and build lasting relationships. In this context, the thesis addresses the challenge of how a company with a traditional business model can take advantage of digital innovation to increase its presence in the market using factors such as customer trust, ease of use of digital platforms and adaptation to the Changing market needs are essential in this transition and thus improve your digital presence. The results and conclusions obtained provide valuable perspectives for entrepreneurs and businessmen seeking to take advantage of the opportunities of digital technology. As we move towards a more digitized future, traditional companies must adapt and find ways to innovate to maintain their position. This thesis is for this reason that it seeks to contribute to knowledge about how digital tools can transform conventional business models. In addition, concrete recommendations are discussed for the successful implementation of these tools with the purpose of increasing the presence in the captive market. It seeks to explore and analyze how the implementation of electronic and social commerce can increase the presence in the market of a traditional company, by understanding key factors and the study of previous research, valuable information is provided to face the current and future challenges of business digitization.