Desempenho do comércio eletrônico no Brasil: uma abordagem institucional

Abstract

E-commerce has been consolidating as one of the main drivers of retail in Brazil, driven by digitalization and changes in consumer habits. However, its growth has been uneven, affected by institutional barriers such as poor logistics infrastructure, tax complexity, and consumer distrust. This study analyzes the factors influencing e-commerce performance, focusing on consumer trust and regional disparities through a literature review supported by secondary data from specialized sources. The results indicate that the concentration of distribution centers in the Southeast and high shipping costs hinder the sector's expansion, while the heavy tax burden limits the competitiveness of small and medium-sized enterprises. Moreover, consumer trust remains a key factor, influenced by digital security and transaction transparency. To boost the sector, investments in infrastructure, tax simplification, and strategies to strengthen platform credibility are essential. Thus, this research contributes to a better understanding of the challenges and opportunities of e-commerce in Brazil, providing guidance for policies and initiatives that promote its sustainable growth.