Análise comparativa das estratégias de marketing digital em e-commerces e lojas físicas

Abstract

This article aims to analyze the digital marketing strategies applied to e-commerce businesses and physical stores, identifying the benefits, barriers, effectiveness, and applicability of these strategies in each commercial model. The research employed a mixed-method, exploratory-descriptive approach, combining qualitative and quantitative data through interviews with two entrepreneurs and a questionnaire applied to 16 participants, including entrepreneurs, managers, and employees of e-commerce businesses and physical stores, during the second semester of 2025. A bibliographic and documentary review on digital marketing, omnichannel strategies, and phygital models was also conducted, along with the analysis of indicators such as engagement, conversion rate, customer acquisition cost, and retention. Data were examined using content analysis and comparative descriptive statistics, presented through descriptions, tables, and graphs, enabling a comparative interpretation of results and the identification of effectiveness patterns across business types. Findings revealed that e-commerce businesses use digital marketing actions more frequently and with greater maturity, showing stronger outcomes in conversion rates and in the use of tools such as social media, paid ads, and content marketing. Physical stores, in turn, performed better in loyalty and retention, using digital strategies to strengthen in-person interaction. The interview with the specialist reinforced that planned strategies directly influence the effectiveness of digital actions. The study also highlighted the importance of channel integration and pointed out that many participants still face challenges related to performance measurement, even though both models acknowledge the relevance of digital marketing.