The implementation of e-commerce in a medium-sized Brazilian textile company: A case study

Orlando Bufelli Netto, Edgard Monforte Merlo, Jean-Fabrice Lebraty, Amaury Patrick Gremaud

textile sector, marketplace, value creation, sales strategy, e-commerce, COVID_19.

The textile sector is currently the second-largest employer in Brazil, corresponding to 1.5 million direct employees. Due to the high international competition from countries with different production conditions, the Brazilian textile industry has been going through a period of economic difficulty aggravated by the COVID pandemic. Case study and action research were the methodologies applied for this study. We analyzed the impact of one specific enterprise that implemented B2C in the textile sector. We found that changing the indirect sales channel to direct sales using the marketplace proved to be an effective strategy in improving the margins and the sale obtained, thus offering better profitability conditions and an exciting alternative to gain a competitive advantage and improve sales growth.

Received: 11 Sep 2021, Received in revised form: 11 Oct 2021, Accepted: 18 Oct 2021, Available online: 26 Oct 2021

10.22161/ijaers.810.25