Accounting has evolved from its origins in ancient civilizations to adopt advanced technologies such as Accounting 2.0, which is essential to improve accuracy and transparency in financial records in an increasingly competitive market. This study, conducted in commercial enterprises in Cuenca, Ecuador, employed a quali-quantitative approach to investigate the adoption of accounting innovations. The results reveal a high familiarity with accounting 2.0, highlighting transparency and technological integration as key aspects valued by respondents. Although a significant number of companies surveyed report adopting innovative approaches, challenges such as technology integration and associated costs remain. Effective implementation of accounting 2.0 requires adapting accounting standards and improving data security. In conclusion, moving towards accounting 2.0 requires close collaboration to develop flexible regulatory frameworks that foster innovation and ensure efficient and transparent financial management, essential to strengthen the competitiveness and sustainable growth of organizations.