E-commerce à portuguesa : um manual de boas práticas para lojas e-commerce de PMEs

Abstract

In an increasingly interconnected and digital society, forms of consumption such as e-commerce have been steadily gaining an increased importance in the global market. This type of commerce is the secret to the success of giants such as Amazon, and its potentialities and advantages over retail have already led many consumers to adopt this modality as their main form of consumption. Furthermore, in the face of a pandemic crisis that has forced the digitalization of many businesses, and that has led to an increase in e-commerce
on a global scale, we present a manual of best practices, which we consider na extremely important tool to guide new participants in the digital market and assist in the continuous improvement of the agents that operate in this market. Because of this, the objective of this internship report was to develop a manual of best practices for e-commerce. To achieve this goal, the methodology used included participant observation as an intern, an interview with the CEO of the internship institution, along with six interviews with representatives of Portuguese e-commerce stores, and two focus groups with e-commerce consumers. In formal terms, we chose to divide this manual based on seven key points of analysis that were organized in a logic of decreasing importance, in accordance with the data collected in the methodology. The findings reveal that both ecommerce store developers, and their respective consumers, see design and user experience as the most important aspects in an e-commerce store. In addition, aspects such as Google search positioning and positive word of mouth have proven to be very significant in their impact on online stores. With the presentation of this manual, we hope to create a series of guidelines and general indicators that can be consulted by e-commerce stores with the dimensions of a small to medium size company (PME) to help create or improve their presence in the digital commerce market.

Date of Award	17 Sept 2021
Original language	Portuguese
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Patrícia Dias (Supervisor)