E-commerce e os impactos da gestão de marketplace nas vendas: estudo de caso no Grupo no Grupo Saga

Abstract

This study aims to analyze the impacts of marketplace management on sales at Grupo Saga, one of the largest car dealership networks in Brazil, highlighting how e-commerce has been consolidating as a profession of the future in the automotive sector. The research is classified as applied, exploratory, and descriptive, with a qualitative approach. Semi-structured interviews were conducted with the regional director of the Hyundai brand and the e-commerce coordinator of Grupo Saga, in order to understand both the strategic vision and the operational practice of digital management within the company. The results show that e-commerce has become an essential pillar for growth and competitiveness, strengthening the relationship between technology, service, and customer experience. It was also found that the integration between physical and digital channels, as well as team training, have been decisive factors for the success of online sales. It is concluded that e-commerce represents not only a new business model, but also a cultural and professional transformation that redefines the future of the automotive sector.