Possible impacts of e-commerce: Under the eyes of a renowned embroidery entrepreneur from Ibitinga

Abstract

This study comprises as its theme a look at the impacts of electronic commerce (e-commerce) on local companies in Ibitinga, especially in the bed, table and bath sector, analyzing how the transition to the digital environment is transforming the business scenario and marketing strategies. Thus, the objective is to understand the changes caused by e-commerce, identify the most affected sectors, explore the digital marketing strategies adopted by the entrepreneur and evaluate the benefits and challenges of this transition. To achieve these objectives, the research used a qualitative approach, collecting primary data through a questionnaire applied to one of the main e-commerce CEOs in Ibitinga, in addition to analyzing secondary data from academic articles, market reports and relevant statistics. As a result, the analysis reveals the importance of e-commerce during the pandemic, highlighting effective digital marketing strategies such as SEO, use of influencers, and email marketing campaigns, as well as highlighting the ongoing challenges of competition, cybersecurity, and customer loyalty.