Percepções e estratégias de adaptação dos pequenos comércios diante da expansão do e-commerce

Abstract

E-commerce has grown significantly in recent years, changing how people consume. In this context, small local businesses sometimes struggle to compete with large digital platforms (Shopify, Nuvem Shop, JET Commerce, Wix Commerce, among others), cope with financial challenges, and keep up with new technologies. This study aimed to analyze the adaptation strategies of small local businesses in the face of e-commerce expansion, emphasizing the main challenges faced and the opportunities created by this emerging scenario from the perspective of small business owners in the municipality of Itapororoca-PB. The study, characterized by a descriptive methodology employing qualitative and quantitative techniques, was conducted through a literature review followed by the application of a questionnaire. The results show that most business owners understand that e-commerce is making the market more competitive, but also recognize that this type of activity is an important way to remain competitive. It is concluded that, according to the perception of these respondents, the combination of physical and digital commerce, associated with the use of tools such as social media, digital marketing, and customer relationship strategies, is a good tactic for small businesses to remain competitive.