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Desafios do comércio digital, dos principais problemas às soluções: o caso das empresas do comércio a retalho da Região Autónoma da Madeira
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Orientador(es)
Resumo(s)
A digitalização constitui uma das transformações mais marcantes do século XXI, impactando
profundamente a forma como as empresas comunicam, operam e se relacionam com os
consumidores. O comércio digital emerge neste contexto como motor de inovação, ampliando
o alcance das organizações e promovendo novos modelos de negócio. Contudo, a sua expansão
coloca desafios significativos ao comércio tradicional, que se caracteriza pela proximidade e
interação presencial com o cliente, pilares ainda centrais em muitos setores, incluindo o
comércio a retalho. Este estudo centra-se na Região Autónoma da Madeira (RAM), onde o
contexto insular impõe constrangimentos específicos, como limitações logísticas, de
infraestrutura e de acesso a recursos humanos e tecnológicos, que tornam a integração digital
simultaneamente mais difícil e estratégica. O objetivo consiste em analisar os principais
desafios e estratégias associados à integração do comércio digital pelas empresas do comércio
tradicional, assim como compreender as razões que levam algumas organizações a não integrar
este modelo de negócio, e comparar os resultados entre empresas de diferentes dimensões. A
investigação conclui que as empresas do comércio a retalho da RAM reconhecem a relevância
estratégica da digitalização, mas enfrentam limitações, e que a dimensão da empresa influencia
nos desafios enfrentados e estratégias de integração adotadas.
Digitalisation is one of the most significant transformations of the twenty-first century, profoundly reshaping the way companies communicate, operate, and interact with consumers. Within this context, digital commerce has emerged as a driver of innovation, expanding organisational reach and enabling new business models. However, its expansion also poses considerable challenges to traditional commerce, which remains characterized by proximity and face-to-face interaction with customers, still a central pillar in many sectors, including retail. This study focuses on the Autonomous Region of Madeira (RAM), where the insular context entails specific constraints, such as logistical limitations, infrastructure gaps, and restricted access to technological and human resources, which make digital integration both more challenging and more strategic. The main objective is to analyse the key challenges and strategies associated with the integration of digital commerce by traditional retail companies, while also examining the reasons why some organisations choose not to adopt this business model, and to compare the results across firms of different sizes. The research concludes that retail companies in the RAM recognise the strategic relevance of digitalisation but face persistent limitations, and that firm size influences both the challenges encountered and the integration strategies adopted.
Digitalisation is one of the most significant transformations of the twenty-first century, profoundly reshaping the way companies communicate, operate, and interact with consumers. Within this context, digital commerce has emerged as a driver of innovation, expanding organisational reach and enabling new business models. However, its expansion also poses considerable challenges to traditional commerce, which remains characterized by proximity and face-to-face interaction with customers, still a central pillar in many sectors, including retail. This study focuses on the Autonomous Region of Madeira (RAM), where the insular context entails specific constraints, such as logistical limitations, infrastructure gaps, and restricted access to technological and human resources, which make digital integration both more challenging and more strategic. The main objective is to analyse the key challenges and strategies associated with the integration of digital commerce by traditional retail companies, while also examining the reasons why some organisations choose not to adopt this business model, and to compare the results across firms of different sizes. The research concludes that retail companies in the RAM recognise the strategic relevance of digitalisation but face persistent limitations, and that firm size influences both the challenges encountered and the integration strategies adopted.
Descrição
Palavras-chave
Comércio tradicional Comércio digital E-commerce Madeira (Portugal) Traditional commerce Digital commerce Gestão . Faculdade de Ciências Sociais