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Abstract(s)
Numa uma sociedade cada vez mais digital e interligada, formas de consumo como o e-commerce têm vindo a ganhar uma importância cada vez maior no mercado global. Este tipo de comércio é o segredo do sucesso de gigantes como a Amazon, e as suas potencialidades e vantagens em relação ao comércio de retalho já levaram a que muitos consumidores adotassem esta modalidade como a sua principal forma de consumo. Para além disto, perante uma crise pandémica que obrigou à digitalização de muitos negócios, e que suscitou um aumento do e-commerce à escala global, apresentamos um manual de boas práticas, que consideramos uma ferramenta extremamente importante para guiar novos participantes no mercado digital e auxiliar na melhoria contínua dos agentes que operam neste mercado. Assim, o objetivo deste relatório de estágio foi elaborar um manual de boas práticas para e-commerce. Para atingir este objetivo foram utilizadas na
metodologia, a observação participante enquanto estagiário, a entrevista ao CEO da instituição de acolhimento do estágio, em conjunto com seis entrevistas realizadas junto de representantes de lojas de e-commerce portuguesas, e dois grupos de discussão com consumidores de e-commerce. Em termos formais, optamos por dividir este manual com base em sete pontos de análise fundamentais que foram organizados numa lógica de importância decrescente, em conformidade com os dados recolhidos na metodologia. Os resultados obtidos revelam que ambos os desenvolvedores de lojas de comércio digital, e
os seus respetivos consumidores, vêm como mais importante, numa loja de e-commerce, os aspetos de design e experiência de utilização. Para além disto, aspetos como o posicionamento na pesquisa Google, e o word of mouth postivio revelaram-se muito expressivos no seu impacto nas lojas online. Com a apresentação deste manual esperamos criar uma série de guias e indicadores gerais, que podem ser consultados por lojas de e-commerce com as dimensões de pequena e média empresa (PME) para criar, ou melhorar,
a sua presença no mercado do comércio digital.
In an increasingly interconnected and digital society, forms of consumption such as ecommerce have been steadily gaining an increased importance in the global market. This type of commerce is the secret to the success of giants such as Amazon, and its potentialities and advantages over retail have already led many consumers to adopt this modality as their main form of consumption. Furthermore, in the face of a pandemic crisis that has forced the digitalization of many businesses, and that has led to an increase in ecommerce on a global scale, we present a manual of best practices, which we consider na extremely important tool to guide new participants in the digital market and assist in the continuous improvement of the agents that operate in this market. Because of this, the objective of this internship report was to develop a manual of best practices for e-commerce. To achieve this goal, the methodology used included participant observation as an intern, an interview with the CEO of the internship institution, along with six interviews with representatives of Portuguese e-commerce stores, and two focus groups with e-commerce consumers. In formal terms, we chose to divide this manual based on seven key points of analysis that were organized in a logic of decreasing importance, in accordance with the data collected in the methodology. The findings reveal that both ecommerce store developers, and their respective consumers, see design and user experience as the most important aspects in an e-commerce store. In addition, aspects such as Google search positioning and positive word of mouth have proven to be very significant in their impact on online stores. With the presentation of this manual, we hope to create a series of guidelines and general indicators that can be consulted by e-commerce stores with the dimensions of a small to medium size company (PME) to help create or improve their presence in the digital commerce market.
In an increasingly interconnected and digital society, forms of consumption such as ecommerce have been steadily gaining an increased importance in the global market. This type of commerce is the secret to the success of giants such as Amazon, and its potentialities and advantages over retail have already led many consumers to adopt this modality as their main form of consumption. Furthermore, in the face of a pandemic crisis that has forced the digitalization of many businesses, and that has led to an increase in ecommerce on a global scale, we present a manual of best practices, which we consider na extremely important tool to guide new participants in the digital market and assist in the continuous improvement of the agents that operate in this market. Because of this, the objective of this internship report was to develop a manual of best practices for e-commerce. To achieve this goal, the methodology used included participant observation as an intern, an interview with the CEO of the internship institution, along with six interviews with representatives of Portuguese e-commerce stores, and two focus groups with e-commerce consumers. In formal terms, we chose to divide this manual based on seven key points of analysis that were organized in a logic of decreasing importance, in accordance with the data collected in the methodology. The findings reveal that both ecommerce store developers, and their respective consumers, see design and user experience as the most important aspects in an e-commerce store. In addition, aspects such as Google search positioning and positive word of mouth have proven to be very significant in their impact on online stores. With the presentation of this manual, we hope to create a series of guidelines and general indicators that can be consulted by e-commerce stores with the dimensions of a small to medium size company (PME) to help create or improve their presence in the digital commerce market.
Description
Keywords
E-commerce Covid-19 PMEs Loja online Marketing digital Online store Digital marketing