MOTIVATING FACTORS, MAIN BARRIERS AND LIMITATIONS IN THE ADOPTION OF E-COMMERCE

Abstract

The technological world is an unavoidable reality in the activity of companies and people, increasingly marking the future and the agents that face problems of scale, where digitization and electronic commerce are important factors of penetration in other markets. Regardless of the size of any company, the current reality requires not only a prominent and dynamic online presence, which allows establishing and maintaining effective relationships with the market, but above all adapting processes and teams for the technological revolution. In an open economy context, and as consequence of the strong growth of the Internet over the last few years, this article seeks to understand the phenomenon of electronic commerce, its definitions, its strategic principles, motivating elements, main barriers and limitations. Based on a narrative review of the literature, the contribution of this study consists in better identifying this phenomenon, and can serve as a starting point for other studies capable of responding positively to the growing demands of this type of market in view of the constant and rapid developments in its technological field.