Além dos limites do varejo físico: As dificuldades das lojas físicas ao implementarem um E-commerce

Purpose: This study aims to identify the main difficulties faced by physical store owners when implementing an e-commerce platform.Method / approach: Exploratory qualitative research was conducted through interviews with ten owners of physical stores, who have an e-commerce platform and act on different business segments.Main findings: Among the difficulties faced, there is a greater workload, the lack of qualified professionals to execute the operation, difficulty in contracting and trust in the services of digital agencies, difficulty with the production of content for the products in e-commerce, and difficulty with the integration of physical store and online store inventories.Methodological / social / managerial contributions: Brazilian managers need to be attentive when planning and implementing a new sales channel such as e-commerce. The management of an online store requires knowledge, planning, organization, and integration between the operations carried out in the physical and online stores.Originality / relevance: The present research made it possible to understand the difficulties of implementing an e-commerce platform in Brazilian companies already consolidated in physical retail. In order to mitigate the difficulties, it was possible to map the points of attention that should be provided by Brazilian managers when starting the implementation of an e-commerce.