Indicadores de desempenho na operação do e-commerce de um supermercado potiguar

Abstract

E-commerce has transformed the way businesses connect with their customers, and the pandemic accelerated the adoption of digital channels among consumers, leading to drastic changes in consumption habits. Strategically, some types of operations have managed to maintain a competitive edge, expanding their market share, while models that experienced growth during the pandemic have been losing market share. This study focuses on the operation of digital channels in brick-and-click food retail, aiming to evaluate the alignment between e-commerce performance indicators and critical success factors in a supermarket in the state of Rio Grande do Norte, Brazil. A case study was conducted on the e-commerce operation using a descriptive and qualitative approach, employing data collection techniques such as observation and interviews. Additionally, a relationship matrix was applied to the performance indicators and the critical success factors of the operation. The results highlight the need to tailor indicators to the specifics of e-commerce operational processes, proposing key performance indicators to assist in monitoring and evaluation. Suggestions for improvement were also made, aiming to optimize the operation and minimize operational bottlenecks, contributing to customer satisfaction.