Fatores de sucesso na implementação e manutenção da venda on-line em marketplaces

Resumo

The Brazilian e-commerce has grown in the terms of relevance and revenue, with a growth of 41% in revenue in the year of 2020 (data provided by the Brazilian magazine Isto É Dinheiro) (E-COMMERCE, 2021), especially when in comparison with the retailers which grew only 1,2% in the same period according to the Brazilian Institute of Geography and Statistics (VENDAS, 2021). The relevance of marketplaces around the world and in the Brazilian marketplace play a fundamental role in society. Retailers use these platforms to maximize their sales, to increase the competitive advantage and their operational efficiency, since the e-commerce approach promotes several advantages compared to the traditional market, for example the reduction of the operational costs, ease of access, convenience, etc. This study aims at comprehending the success factors of successful e-commerce salespeople regarding the implementation and maintenance of on-line sales, as such those were carried out in Brazilian marketplaces. The marketplace for this research is called Mercado Livre, an Argentinian platform that is the market leader in Brazil and Latin America. Interviews were made with 24 salespeople, who were the most successful sellers from the chosen platform. In order to map out some of the good attributes, the research takes into consideration the evolution of e-commerce and marketplaces in Brazil and around the world, sign theory and its implications for online sales, also the purpose of feedback and the salesperson’s reputation e trust rates on these platforms. The study’s result indicates that there are some aspects to be considered and to be prioritized over time in order to reach new levels of excellency in on-line sales: product portfolio, technology, personal features, logistics, branding and teamwork. The research details which one of these aspects, which success factors were fundamental to the excellency journey of these salespeople, and it hopes that these results can contribute to the growth of other salespeople.

Ficha do documento

Tipo

Dissertação

Ano

2022

Instituição

Fundação Getulio Vargas

Fonte

Repositório da FGV

Idioma

Português

Acesso

Acesso aberto

Identificador

oai:repositorio.fgv.br:10438/31920

Palavras-chave

SalespersonRetailersSuccess factorsE-commerceMarketplacesVendedoresVarejoFatores de sucessoAdministração de empresasComércio eletrônicoComércio varejistaSucesso nos negócios