Comércio social no Brasil: uma análise da percepção dos varejistas de moda sobre o uso das redes sociais

Abstract

Social commerce in Brazil has become an increasingly relevant strategy in the fashion retail sector. This approach involves integrating social media with e-commerce, allowing retailers to promote and sell their products directly on social platforms. The present study aims to examine the perception of social commerce among retailers in Brazil. A survey and literature review were conducted, focusing on specific reviews related to the subject matter. Additionally, qualitative data were collected through a questionnaire sent to retailers via Instagram and WhatsApp, capturing their perception of social commerce, as well as information about their social media presence and brand website. Questionnaires were sent to 93 retailers, and 16 participated in the study. These 16 stores are those that adopt social media as a sales channel or use these platforms for promotion, directing customers to their own websites to complete the purchase. The obtained results identify the perceptions, challenges, and opportunities faced by fashion retailers in Brazil when adopting social commerce. Understanding retailers' perceptions of social commerce is crucial for enhancing strategies and business practices in this sector. This analysis can provide valuable insights into the potential of social commerce in Brazil, as well as the best practices and emerging trends in this area.