Estratégias para o crescimento de pequenas e médias empresas no E-commerce

Abstract

The current business landscape, marked by intense digital transformation, has heightened competitiveness and demanded continuous innovation to ensure organizational sustainability. In this context, electronic commerce has consolidated itself as a rapidly expanding sector, reshaping retail through greater flexibility and new competitive possibilities. This study aimed to identify the strategies that influence the growth of small and medium-sized enterprises (SMEs) in e-commerce. To achieve this, a Systematic Literature Review (SLR) and a multiple case study were conducted with six companies from distinct sectors: apparel, home goods, accessories, food, electronics, and home fragrances. The SLR indicated that the main drivers and barriers are related to technological adoption capacity, the introduction of innovations, limited investment resources, and a lack of knowledge about the benefits of electronic commerce. In the empirical analysis, financial resource constraints and the complexity of the tax system emerged as key barriers, while increased visibility, market expansion, and the efficiency enabled by digital technologies were identified as the primary drivers. The results contribute to the literature by integrating the factors that either foster or hinder the development of Brazilian SMEs in electronic commerce, highlighting their interdependence. Moreover, the findings indicate that e-commerce performance requires a systemic approach that aligns innovation, strategic management, and information security. From a managerial perspective, the study offers guidelines for achieving competitive differentiation, emphasizing customer service, post-sales processes, strategic use of social media, and tax planning.