<p>The objective of this article is to characterize the competitive profile of shopkeepers from Tunja city, how they have evolved and their competitive prospects, facing the growing phenomenon of retail wholesale supermarket chains. It is showed, firstly, the current situation of Tunja's storekeeper, performing an adjusted radiography to their managerial task, in administrative, accounting and tax processes; for this purpose, a random sample of 220 storekeepers was made, who was applied a stratified survey; secondly, the responses were analyzed, comparing the results against studies of secondary sources corresponding to big retailers. The analysis results indicated, that shopkeepers in Tunja city on managerial matters do not make use of the theories and administrative tools for the right business management, their administration is sometimes empirical, inherited and imitated from early twentieth-century trade. In conclusion, trade within the new ways implemented by the so-called "free trade" is highly competitive, the retail development with new information and communication technologies has taken paths of massive development compared to organizations that do not have it or practice.</p>