E-commerce: percep??o dos gestores de empresas f?sicas da cidade de Cerro Largo/RS

The competitiveness between the physical stores and e-commerce has been high in recent years, which significantly affected the managers of traditional companies, because it caused loss of customers and space in the market. In view of the above, the present study analyzed the perception of the managers of physical companies in Cerro Largo/RS in relation to e-commerce. This is a qualitative exploratory research. The method of data collection used is the interview applied to managers of physical stores of the branches of stationery, clothing, home appliances and health/cosmetics. Eleven unstructured interviews were applied with open questions and 3 structured interviews, totaling 14 interviewed managers. According to the research, managers are mostly men, aged 41 to 50 years, have up to 10 years of company and completed higher education. The companies are mostly large, taking into account their subsidiaries, defined by the revenues exceeding R$ 12.000,000.00 and the staff table above 99 people. As result, it was observed that the main impact caused by e-commerce in the physical companies participating in the study is the competition. The managers pointed out the similarity of products sold in both channels as a cause of competition, because in this way, part of the population ceased to carry out their purchases in the physical stores, and went on to buy by e-commerce. The main strategy used by managers in relation to e-commerce is the training of employees, claiming the fact that physical attendance is the differential of traditional companies compared to e-commerce. Thus, it is concluded that e-commerce is a concern present in all the establishments participating in the study, since they noted that e-commerce brought impacts to the undertakings and to reverse this situation the managers of these companies had to find strategies for their channels to maintain the stability and competitiveness of the business.A competitividade entre as lojas f?sicas e o e-commerce tem se elevado nos ?ltimos anos, o que afetou significativamente os gestores das empresas tradicionais, pois ocasionou perda de clientes e espa?o no mercado. Diante do exposto, o presente estudo analisou a percep??o dos gestores de empresas f?sicas de Cerro Largo/RS frente ao e-commerce. Trata-se de uma pesquisa qualitativa explorat?ria. O m?todo de levantamento de dados utilizado ? a entrevista aplicada a gestores de lojas f?sicas dos ramos de papelaria, vestu?rio, eletrodom?sticos e sa?de/cosm?tico. Foram aplicadas 11 entrevistas n?o estruturadas com quest?es abertas, e 3 entrevistas estruturadas, totalizando 14 gestores entrevistados. De acordo com a pesquisa, os gestores s?o na maioria homens, com idade entre 41 a 50 anos, possuem at? 10 anos de empresa e conclu?ram o Ensino Superior. As empresas s?o na maioria de grande porte, levando em considera??o as suas filiais, definidas pelo faturamento superior a R$ 12.000.000,00 e o quadro de funcion?rios acima de 99 pessoas. Como resultado, observou-se que o principal impacto causado pelo e-commerce nas empresas f?sicas participantes do estudo ? a concorr?ncia. Os gestores apontaram a semelhan?a de produtos vendidos em ambos os canais como causa da concorr?ncia, pois desta forma, parte da popula??o deixou de realizar suas compras nas lojas f?sicas e passou a comprar pelo e-commerce. A principal estrat?gia utilizada pelos gestores frente ao e-commerce ? o treinamento dos funcion?rios, alegando o fato do atendimento f?sico ser o diferencial das empresas tradicionais em compara??o ao e-commerce. Assim, concluiu-se que o e-commerce ? uma preocupa??o presente em todos os estabelecimentos participantes do estudo, j? que estes notaram que o e-commerce trouxe impactos aos empreendimentos e, para reverter tal situa??o, os gestores das referidas empresas tiveram que encontrar estrat?gias para que seus canais mantivessem a estabilidade e a competitividade do neg?cio