CHALLENGES AND OPPORTUNITIES FOR PHYSICAL STORES IN THE DIGITAL ERA: CASE STUDY IN A NEIGHBORHOOD IN THE CITY OF ILHÉUS

Abstract

Traditional retailers have undergone drastic changes over time with the significant increase in e-commerce. The present study aims to analyze the challenges faced by physical stores in the digital era as well as the opportunities that arise in this sphere. Applying a case study in the city of Ilhéus in the Nelson Costa neighborhood, showing the ways and techniques of adapting local retail commerce to stand out in the digital environment. It was possible to observe that retailers are making an effort to keep up with e-commerce so that they can stand out among the technological trend, even if they have several difficulties linked to the objective.