O papel do e-commerce na transformação do varejo físico: desafios e oportunidades para lojas tradicionais.

Abstract

This study analyzes the impact of e-commerce on the transformation of physical retail, highlighting the challenges and opportunities emerging in this context. Based on qualitative and exploratory research, challenges such as the need for omnichannel integration, the strategic use of data to personalize the customer experience, and the implementation of advanced logistics solutions were identified. On the other hand, e-commerce also presents significant opportunities, such as leveraging digital technologies to optimize operations and offer hybrid experiences to consumers. Success stories like Magazine Luiza and Camicado illustrate the potential synergy between physical and digital channels, demonstrating that e-commerce can act as a strategic ally for traditional retail. It concludes that the integration between online and offline channels is essential to ensure the competitiveness and sustainable growth of physical retail in an increasingly digitalized market.