"Oh, my God, it was the biggest and strongest earthquake I have felt in my whole life. It lasted a long time, and I was feeling dizzy," said Maria Torres, 60, in the capital Quito, where people fled their homes during yesterday evening's quake.
"I couldn't walk... I wanted to run out into the street, but I couldn't."
Vice President Jorge Glas said the death toll will likely rise further in what he called the "worst seismic movement we have faced in decades."
He said that a state of emergency was declared in the six worst-hit provinces.
Police, the military and emergency services "are in a state of maximum alert to protect the lives of citizens."
In the Pacific port city of Guayaquil, home to more than two million people, a bridge had collapsed, crushing a car beneath it, and residents were picking through the wreckage of houses left in heaps of rubble and timber, an AFP photographer reported.
The US Geological Survey (USGS) said the shallow quake struck off the northwest shore of Ecuador with a magnitude of 7.8. Glas gave a slightly lower measurement of magnitude 7.6.
Ecuador lies near a shifting boundary between tectonic plates and has suffered seven earthquakes of magnitude 7.0 or higher in the region of Tuesday's quake since 1900, the USGS said. One in March 1987 killed about 1,000 people, it said.
The Hawaii-based Pacific Tsunami Warning Center initially issued a warning for the nearby Pacific coastline but later said that the threat had largely passed.
"Authorities are already out evaluating damage and taking action" as needed," he said.
The quake struck at 2358 GMT about 170 km from Quito and just 27 kilometres from the town of Muisne, according to the US Geological Survey, which monitors earthquakes worldwide.
Various smaller quakes jolted the same area.
The strong movement was felt in Quito, knocking out electricity in places. Authorities did not immediately report injuries there though media showed pictures of damaged shops.
Authorities closed the airport in the western city of Manta, saying the control tower suffered "severe damage.
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