Construção de uma plataforma de e-commerce no setor do retalho de moda
: estudo de caso da Marques Soares

  • Mariana Guerreiro Lopes Carvalho Gomes (Student)

Student thesis: Master's Thesis


Nowadays the Internet and technology are essential to the human being, in consequence a growth of e-commerce platforms is observed, as well as the development and improvement of this resource. However, despite the significant use of technology, there is still a noteworthy lack of confidence in those online platforms due to the absence of the necessary safety, particularly concerning fashion products, as the articles in question also require a greater need for touch of the physical product. Thus, and taking into account the scarcity of information on the subject, this study aims to identify the most important constraints and major difficulties of online platforms, as well as a possible way to overcome them. In order to substantiate the objectives described, it was carried out a case study of the company Marques Soares, resulting from the comparison of the differences and the outcomes achieved with the previous website and the current one (released in 2019), by the mentioned enterprise. The investigator has concluded that to increase the number of online sales of online platforms in the retail fashion industry, it is necessary, on one hand, to improve the consumer confidence by reducing the need for touch and, on the other, to strengthen the security, which is achieved by improving the consumer experience. Aiming to decrease the need for touch were highlighted three major factors. Accordingly, the existence of adequate and relevant: visual description; material description and the inclusion of the product photography. In turn, and in what safety concerns, the investigator demonstrated that the seller characteristics and the inherent quality of the website infrastructure have impact by adding full potential to the respective security.
Date of Award29 Jun 2020
Original languagePortuguese
Awarding Institution
  • Universidade Católica Portuguesa
SupervisorCarla Martins (Supervisor)


  • Marketing digital
  • Need for touch
  • Digital marketing
  • Safety
  • Trust
  • Consumer experience
  • Fashion retail


  • Mestrado em Marketing

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