THE IMPORTANCE OF E-COMMERCE IN THE PROCESS OF MARKETING PRODUCTS, GOODS AND SERVICES OF MICRO AND SMALL ENTERPRISES - SME

Abstract

In the economic environment, Technology and the Internet have shown themselves to be a significant force in the context of sales and promotion of brands and a possibility to expand business possibilities across the planet. This work consists of showing the importance and challenges of e-commerce as an alternative for micro and small businesses, taking into account their specificities and data reported in the state of São Paulo for these organizations. The research contextualizes the effect of the Covid-19 pandemic in the national business context, in which it forced companies and consumers to adopt new ways of carrying out transactions due to social distance, sanitary restrictions and the suspension of commercial activities for services and products non-essential. The methodology used was based on a literature review that examines materials, books, articles and other publications that support the arguments and collaborate in the project formulation, which points to the relevance and challenges of the e-commerce modality for Micro and Small Businesses. The results showed that the online modality integrates the sales area (physical and digital), financial, logistics and the possibility of social networks, which can be associated with different types of e-commerce, namely: business for business, business for consumer , business for the public power and consumer for the consumer, through advantages and disadvantages. It was possible to conclude that planned and integrated e-commerce allows the company to take its brand around the world, however, it takes planning and control, people and integration with internal and external sectors, in order to offer the best sales for those seeking value and differentiation