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Advisor(s)
Abstract(s)
Atualmente, a digitalização tem revolucionado o mundo empresarial sendo quase obrigatório uma empresa ter presença online. Assim, o número de empresas presentes no comércio digital tem vindo a crescer de ano para ano. Com este crescimento tornou-se essencial disponibilizar soluções que permitam uma aglomeração de empresas, facilitando a experiência do consumidor num website. Surgem então os marketplaces eletrónicos, e cada vez mais as empresas procuram estratégias para monetizar os marketplaces e para, assim, conseguirem criar mais oportunidades de receita nessas plataformas.
O relatório de estágio realizado na empresa Fonte Online teve como principal objetivo descobrir quais são as principais estratégias de monetização de um marketplace. Nesse sentido, foi realizada uma análise da literatura e foi adotada uma estratégia de investigação de estudo de caso. O estudo de caso escolhido para o desenvolvimento desta investigação foi sobre o Pingo Doce, empresa presente no marketplace do Mercadão. Esse estudo de caso permitiu uma análise particular à estratégia utilizada para criar valor para a plataforma, bem como a identificação de um conjunto de recomendações com vista a contribuir para melhorar a estratégia de monetização adotada.
Nowadays, digitalization has revolutionized the business world and it is almost mandatory for a company to have an online presence. Therefore, the number of companies present in the digital commerce has been growing every year. With this growth it is essential to develop solutions that agglomerate potential suppliers, improving consumers’ online purchasing experiences. Thus, electronic marketplaces have assumed an increasing relevance, and more and more companies try to find effective strategies to monetize marketplaces and create more revenue opportunities from these platforms. This internship report, carried out at Fonte Online, had the central objective of discovering the main strategies for monetizing a marketplace. Therefore, it was done a literature review and used a case study research strategy. The case study chosen for the development of this research was Pingo Doce, a client of the marketplace Mercadão. This case study allowed the identification of the instruments used to create value for Mercadão and also to provide important recommendations in order to improve the monetization strategy adopted by the platform.
Nowadays, digitalization has revolutionized the business world and it is almost mandatory for a company to have an online presence. Therefore, the number of companies present in the digital commerce has been growing every year. With this growth it is essential to develop solutions that agglomerate potential suppliers, improving consumers’ online purchasing experiences. Thus, electronic marketplaces have assumed an increasing relevance, and more and more companies try to find effective strategies to monetize marketplaces and create more revenue opportunities from these platforms. This internship report, carried out at Fonte Online, had the central objective of discovering the main strategies for monetizing a marketplace. Therefore, it was done a literature review and used a case study research strategy. The case study chosen for the development of this research was Pingo Doce, a client of the marketplace Mercadão. This case study allowed the identification of the instruments used to create value for Mercadão and also to provide important recommendations in order to improve the monetization strategy adopted by the platform.
Description
Keywords
Marketplace Monetização Marketplace eletrónico Monetization Electronic marketplaces