Moda online: os desafios e oportunidades dos empreendedores varejistas do ramo de vestuário na transição para o e-commerce.

Abstract

In 2020, due to the Covid-19 pandemic, many stores that previously only sold in person had to migrate operations to virtual retail. In this scenario, this study aims to understand the challenges and opportunities of clothing retailers in Campina Grande in the process of transition to electronic retail. For this, a qualitative approach of interviews with entrepreneurs was chosen. The data collection techniques used consisted of structured interviews with five business leaders in the city of Campina Grande - PB. Content analysis was used as a research method. This number was determined due to the natural saturation of the data presented. As a result, it found that retailers still have some challenges to overcome, most notably, how stores use the resources they currently have to reach a larger audience and how to approach customers online and sell. Meanwhile, the e-retail opportunity comes with innovation, during the pandemic it was clear that shopkeepers needed to step out of their comfort zones and try something new, i.e. online services, which were seen as a solution at the time, have become if very useful for the store now and for the future.