GUIMARÃES, J. A. C.; GUIMARÃES, Júlio Alberto Caxias.
Resumen:
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.
