New shopping trends

: internet, second-hand trade and OLX

Abstract

OLX is a company founded in Argentina in 2006 that works in the online classified advertising industry. It arrived to Portugal in the year of its launch through a South African company named Naspers but since 2012 it is managed locally by FixeAds. This Portuguese firm is specialized in the development and management of online platforms for classified advertisements. OLX Portugal is currently one of the most successful and visited websites in the country. This dissertation aims to identify the reasons that lie behind a new way of buying and selling that is currently prospering, and also the way OLX was able to differentiate itself on the market. For this it is necessary to understand the possibilities that the internet has brought to both businesses and consumers, the economic and social context, and also the way that the brand adjusted its strategy to the market. The methodology used for this research includes a Literature Review, a Case Study and a Market Research. The Literature Review consists in a theoretical approach towards online shopping, second-hand purchasing and selling, and marketing for online businesses. The Case Study aims to explain the context through which OLX arrives to Portugal, the role of FixeAds throughout the management of the brand, including their vision and strategy, and also the results obtained from the 2012 advertising campaign. Lastly, the Market Research carried out provides real customer’s insights on their use of internet, second-hand selling or buying habits, and also their relation with the brand OLX. It was conveyed to the participants through the form of an online survey.

Date of Award	11 Jul 2014
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Pedro Celeste (Supervisor)