O uso de canais digitais de venda e seus impactos no desempenho e crescimento do comércio local: um estudo com empreendimentos comerciais de Pedreiras-MA

Abstract

This study analyzed the use of digital sales channels and their perceived impacts on the performance and growth of commercial enterprises in Pedreiras-MA. The research adopted a quantitative, descriptive, and exploratory approach, using a structured questionnaire with closed and multiple-choice questions, applied through Google Forms to 12 commercial enterprises in the municipality. The results showed that all participants use at least one digital channel for sales or promotion, especially WhatsApp and Instagram. It was also observed that most participants use these channels frequently. The most frequently reported motivations were the search for customers and sales and easier communication with consumers. Regarding perceived impacts, most respondents associated the use of these channels with business growth and customer acquisition. However, the research also identified difficulties in using these tools, especially lack of time, as well as issues related to knowledge, financial resources, and preparation. It is concluded that, according to the participants’ perceptions, digital channels are relevant mainly for customer communication and support for the sales process. However, the benefits attributed to these tools were associated with how they are used in each business’s routine.