In recent years, Ecuador has experienced economic growth driven by the expansion of Internet connectivity, the widespread use of mobile devices, digital transformation, and the technological impact of the Covid-19 pandemic. This dynamism has led to an increase in the number of online stores offering a wide range of products and services on the web, strengthening consumer confidence in online shopping. At the same time, this digital progress has opened the door to new forms of cybercrime, among which Catfishing stands out, understood as identity impersonation in telematic commerce processes. This research proposes an analysis of Catfishing in telematic commerce transactions in Ecuador, focusing on the challenges and possible solutions to reinforce cybersecurity and to raise awareness of its effects among the Ecuadorian community. Catfishing involves pretending to be another person online in order to deceive individuals for financial gain, becoming a significant issue for the free supply and demand that operate in a globalized economy. Therefore, the need to understand this phenomenon and to raise awareness about the risks and consequences of these cyberattacks is emphasized. With that aim, the research will examine Catfishing and its impact on Ecuadorian telematic commerce by analyzing its regulatory framework, with the goal of offering a comprehensive and critical view of this issue. The central proposal is to outline the challenges posed by identity impersonation in the digital environment and to consider measures to strengthen cybersecurity in the field of online commerce.