THE IMPORTANCE OF DIGITAL TOOLS FOR THE PERFORMANCE AND SUSTAINABILITY OF MICRO-ENTERPRISES IN AGRIBUSINESS IN GURUPI-TO

Abstract

Tradução do resumo na língua inglesa. Digital transformation has become an essential element for the competitiveness and sustainability of small businesses, including micro-enterprises in the agribusiness sector. This research aimed to explore the relevance of digital tools for the effectiveness and sustainability of micro-enterprises in this sector in Gurupi-TO. The study was classified as descriptive and exploratory, employing quantitative and qualitative methods, and was conducted with 12 micro-enterprises through a structured questionnaire distributed via Google Forms. The findings revealed that digitization manifests itself primarily in communication and customer service tools, such as WhatsApp Business and social media platforms, used by virtually all companies. Among the recognized benefits are increased visibility, strengthened customer relationships, and increased sales. However, significant challenges also emerged, including the lack of a strategic plan for digitization, limited training for managers, and the underutilization of more sophisticated management systems. It was found that, although companies perceive the potential of digital technologies to optimize their processes and strengthen sustainability, their adoption is still fragmented. Thus, it is concluded that digital tools are fundamental to the performance and continuity of the micro-enterprises studied, highlighting the need to invest in training, planning, and technological integration. The abstract should contain a brief presentation of the topic, general objective, methodology, and results.