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Social networks have become a tool that helped the world economy remain active because they allowed business owners to keep their businesses running after the COVID-19 pandemic. In this context, the main purpose of this article is to redeem some aspects of these new technologies and their impact on the development of new businesses in Babahoyo. The study was carried out with 24 entrepreneurs from the city of Babahoyo, randomly selected, to whom a semi-structured questionnaire was applied as a survey and an interview. The data were analyzed using descriptive statistics and 2 word clouds were created to specify the main benefits and impacts of using social networks in their businesses. As a result, the entrepreneurs mostly use Instagram, WhatsApp, and Facebook as platforms for digital marketing and sales, and have found several benefits of their use, emphasizing that they have had a positive impact on their use, access to potential customers, awareness of their brand or business, and the sales generated by them. It is concluded that social networks are an effective tool for the development of new businesses in the city.