This research project intents to analyze, whether the implementation of digital channels create and advantage or disadvantage in women fashion stores. Therefore, the behaviors evidenced as a result of the implementation of digital channels are analyzed and shown as part of this project. To achieve this, a descriptive investigation was executed, because this type of investigation shows or identifies facts, situations and characteristics of an object of study, using mainly techniques such as surveys, interviews or documentary reviews (Bernal, 2016). As part of the project, a survey was conducted with people who own Colombian women's fashion stores, which showed positive behaviors, reflected on the stores as a result of implementing digital environments as a sales and marketing strategy. It was possible to identify that that 93% of the surveyed stores have already deployed or are present in digital channels as a complement to the physical store and that the digital channel, which proves more usage and effectiveness, are social networks. Additionally, they indicate that, thanks to the use of these channels, they have been able to better understand the preferences of their customers, resulting in better and more accurate and successful products. On the other hand, it is found that 39% of the surveyed stores experienced an investment lower than 1 million pesos to develop these digital channels, this due to the fact that social networks such as Instagram, are the preferred channel, resulting in a positive return in the sales generated through this channel. Additionally, among the most important appreciations of the stores participating in the survey was found that the arrival of the COVID-19 crisis, generated important changes to their sales dynamics. The store owners confirmed that thanks to their actual presence in digital channels, they were able to overcome the crisis as their physical stores were greatly affected at a level that some of them had to be permanently closed, continuing its operation only on their digital stores. Having this into account is possible to analyze and conclude that including digital channels in the women fashion stores generates a positive behavior in sales and marketing positioning.