Uma análise sobre a atuação de microempresas locais em marketplaces de plataformas digitais

Abstract

The technological advances driven by the digital transformation of recent decades have profoundly altered the relationship between customers and companies. One of the central aspects of this new scenario is the sale of products and services through marketplaces, a form of virtual shopping mall. Made possible by digital platforms, marketplaces play the role of intermediaries between buyers and sellers, transforming consumer behavior. Micro-enterprises make up a significant proportion of sellers on marketplaces. In this context, the general objective of this study is to analyze how marketplaces favor or limit the performance of local micro-enterprises, bringing to light factors that may or may not influence their success. The methodology adopted was a multiple case study involving 11 micro-enterprises in the retail sector operating in different marketplaces. The data collected reveals the business models practiced by the companies, the profile of their entrepreneurs, as well as the internal and external factors that affect their growth. The results obtained indicate that marketplaces can be key players in bringing micro-enterprises into the digital market, contributing to their expansion; although they may face challenges related to the lack of internal structure and technical knowledge needed to operate in the digital environment, even when they already have some experience in the traditional physical market. Finally, the study points to opportunities that could be strategic if better exploited by managers or owners of micro-enterprises who wish to operate sustainably and competitively in these markets, promoting growth that is selective to the demands of the digital market.