{"id":94656,"date":"2026-03-24T14:39:57","date_gmt":"2026-03-24T17:39:57","guid":{"rendered":"https:\/\/www.ecommerceupdate.com.br\/?p=94656"},"modified":"2026-03-24T15:16:03","modified_gmt":"2026-03-24T18:16:03","slug":"varejo-fisico-pode-competir-com-e-commerce-e-grandes-redes","status":"publish","type":"post","link":"https:\/\/www.ecommerceupdate.com.br\/is\/varejo-fisico-pode-competir-com-e-commerce-e-grandes-redes\/","title":{"rendered":"L\u00edkamleg sm\u00e1sala getur keppt vi\u00f0 rafr\u00e6n vi\u00f0skipti og st\u00f3r net"},"content":{"rendered":"

\u00cd s\u00edfellt truflandi vi\u00f0skiptaumhverfi \u00feurfa g\u00f6tuverslanir a\u00f0 finna \u00e1rangursr\u00edkar lei\u00f0ir til a\u00f0 keppa vi\u00f0 st\u00f3rar ke\u00f0jur og rafr\u00e6n vi\u00f0skipti<\/em> \u00dea\u00f0 er n\u00fdja \u00fevers\u00f6gn geirans, vegna \u00feess a\u00f0 s\u00e1 sem fer \u00e1 gangst\u00e9ttinni getur vali\u00f0 \u00e1 milli sta\u00f0bundinnar l\u00edkamlegrar starfsst\u00f6\u00f0var, al\u00fej\u00f3\u00f0legs v\u00f6rumerkis sem sett er upp \u00ed n\u00e6stu verslunarmi\u00f0st\u00f6\u00f0 e\u00f0a stafr\u00e6ns vettvangs. \u00c1kv\u00f6r\u00f0unin fer ekki lengur eftir landafr\u00e6\u00f0i, heldur athygli, \u00fe\u00e6gindi og reynslu.<\/p>\n\n\n\n

T\u00f6lurnar hj\u00e1lpa til vi\u00f0 a\u00f0 skilja \u00feessa atbur\u00f0ar\u00e1s, samkv\u00e6mt SellersCommerce, bandar\u00edskum vettvangi sem s\u00e9rh\u00e6fir sig \u00ed rafr\u00e6n vi\u00f0skipti<\/em>, 2,77 milljar\u00f0ar manna, e\u00f0a 33% jar\u00f0arb\u00faa, kaupa \u00e1 netinu. Al\u00fej\u00f3\u00f0legur netvi\u00f0skiptamarka\u00f0ur er \u00e1\u00e6tla\u00f0ur 6,8 billj\u00f3nir Bandar\u00edkjadala \u00e1ri\u00f0 2025, me\u00f0 \u00e1\u00e6tlun um a\u00f0 n\u00e1 til US$ 7,95 billj\u00f3nir \u00e1ri\u00f0 2027. Og ekki a\u00f0eins \u00fea\u00f0, vegna \u00feess a\u00f0 a\u00f0eins sala \u00ed gegnum f\u00e9lagsleg net var minnka\u00f0 \u00e1 US$ 1,17 billj\u00f3nir \u00e1 s\u00ed\u00f0asta \u00e1ri, samkv\u00e6mt E-commerce Germany News (EGN), vi\u00f0mi\u00f0unarg\u00e1tt um rafr\u00e6n vi\u00f0skipti.<\/p>\n\n\n\n

Samkeppni er b\u00e6\u00f0i sta\u00f0bundin og al\u00fej\u00f3\u00f0leg.The kaupa almenningur er umnichannel<\/em>. Borgarumhverfi\u00f0 er or\u00f0i\u00f0 vettvangur har\u00f0ra deilna. Neytandinn hefur ekki a\u00f0eins samskipti vi\u00f0 sta\u00f0bundin verslun. Hann leitar \u00ed fars\u00edmanum s\u00ednum \u00e1 me\u00f0an hann gengur. Hann ber saman ver\u00f0 innan verslunarinnar sj\u00e1lfrar. Uppg\u00f6tva\u00f0u v\u00f6rumerki \u00e1 Instagram og gengur fr\u00e1 kaupunum \u00e1 gangst\u00e9ttinni. Retail er ekki lengur landsv\u00e6\u00f0i sem afmarkast af veggjum.<\/p>\n\n\n\n

\u00cd \u00feessu samhengi er \u00f3umfl\u00fdjanlega spurningin: hvernig \u00e1 a\u00f0 tryggja a\u00f0 g\u00f6tuverslun haldist samkeppnish\u00e6f? Opinber stefna er grundvallaratri\u00f0i sem gerir henni kleift a\u00f0 keppa vi\u00f0 al\u00fej\u00f3\u00f0lega risa. \u00deetta er mikilv\u00e6gt, mi\u00f0a\u00f0 vi\u00f0 a\u00f0 \u00feessi sm\u00e1sala er frj\u00f3samur alheimur frumkv\u00f6\u00f0lastarfs og l\u00edtilla fyrirt\u00e6kja, sem skapar st\u00f6rf, tekjur og f\u00e9lagslega a\u00f0l\u00f6gun. \u00cd borg eins og Sao Paulo, st\u00e6rsta efnahagsmi\u00f0st\u00f6\u00f0 landsins, me\u00f0 um tv\u00e6r millj\u00f3nir virkra fyrirt\u00e6kja og hagkerfi sem stendur fyrir vi\u00f0eigandi hluta af landsframlei\u00f0slu, sem gefur verslunum gangst\u00e9tta okkar \u00e1berandi er stefnum\u00f3tandi \u00e1kv\u00f6r\u00f0un.<\/p>\n\n\n\n

\u00cd \u00feessum skilningi eru j\u00e1kv\u00e6\u00f0 merki. N\u00fdleg opinber stefna sveitarf\u00e9laga hefur veri\u00f0 vi\u00f0skiptaleg. Fr\u00e1 2021 til 2025 voru stofnu\u00f0 869.004 fyrirt\u00e6ki \u00ed borginni (fj\u00f6ldi inniheldur ekki MEI), auk innflutnings 89.840 til h\u00f6fu\u00f0borgar r\u00edkisins. A\u00f0eins \u00e1 s\u00ed\u00f0asta \u00e1ri voru 185.121 opnu\u00f0 og 15.616 til vi\u00f0b\u00f3tar fluttir til borgarinnar.<\/p>\n\n\n\n

\u00deessi samr\u00e6mda hreyfing endurspeglar minnkun skrifr\u00e6\u00f0ishindrana, einf\u00f6ldun ferla og samfellda dagskr\u00e1 l\u00f6ggjafar og opinberrar stefnu sem mi\u00f0ar a\u00f0 \u00fev\u00ed a\u00f0 la\u00f0a a\u00f0 og auka fj\u00e1rfestingar, bygg\u00f0ar \u00e1 samr\u00e6mdan h\u00e1tt milli mismunandi svi\u00f0a stj\u00f3rnvalda. R\u00e1\u00f0stafanir eins og f\u00e6kkun ISS fyrir stefnum\u00f3tandi geira, sem kve\u00f0i\u00f0 er \u00e1 um \u00ed l\u00f6gum 17.719\/21 og 17.875\/22, n\u00fat\u00edmav\u00e6\u00f0ing opinberra innkaupa me\u00f0 alr\u00edkisl\u00f6gum 14.133\/2021 og regluger\u00f0 t\u00e6knireglunnar, me\u00f0 tilskipun 64.062\/2025, stu\u00f0la a\u00f0 samkeppnish\u00e6fara og fyrirsj\u00e1anlegra umhverfi.<\/p>\n\n\n\n

\u00dea\u00f0 er l\u00edka \u00e1framhaldandi uppbyggingarferli \u00ed \u00fe\u00e9ttb\u00fdli, sem v\u00edsar til endurl\u00edfgunar mi\u00f0b\u00e6jarins, hef\u00f0bundins p\u00f3ls g\u00f6tuverslunar. Endurupptaka \u00feessa s\u00f6gulega sv\u00e6\u00f0is \u00e1 s\u00e9r sta\u00f0 me\u00f0 tveimur samtengdum \u00e1\u00e6tlunum, PIU (Urban Intervention Plan) og Requalifica Centro.<\/p>\n\n\n\n

S\u00e1 fyrsti er starfr\u00e6ktur \u00ed tveimur st\u00f3rum hlutum: S\u00f6gulegi mi\u00f0geirinn og Metropolitan Center Sector, sem inniheldur Bras, Belem, Pari, Bom Retiro og Santa Cecilia. \u00dea\u00f0 leggur til \u00ferj\u00e1 sk\u00fdra \u00e1sa: a\u00f0 \u00feykkna, blanda saman notkun og horfast \u00ed augu vi\u00f0 h\u00fasn\u00e6\u00f0isskortinn. \u00dea\u00f0 gerir r\u00e1\u00f0 fyrir st\u00e6kkun h\u00fasn\u00e6\u00f0isframbo\u00f0s, endurn\u00fdjun vann\u00fdttra eigna, var\u00f0veislu s\u00f6gu-menningararfs, hvatningu til blanda\u00f0rar notkunar, \u00fear me\u00f0 tali\u00f0 vi\u00f0skipta- og einkasamstarf \u00ed landhelgisb\u00f3tum.<\/p>\n\n\n\n

Requalifica Center mi\u00f0ar a\u00f0 \u00fev\u00ed a\u00f0 laga n\u00faverandi byggingar a\u00f0 n\u00faverandi st\u00f6\u00f0lum um \u00f6ryggi, heilsu og a\u00f0gengi, auka frambo\u00f0 \u00e1 sv\u00e6\u00f0i sem hentar til \u00fe\u00e9ttingar me\u00f0 endurb\u00f3tum. Til a\u00f0 gera \u00fea\u00f0 efnahagslega hagkv\u00e6mt var tekinn upp alhli\u00f0a hvatapakki: undan\u00fe\u00e1gur fr\u00e1 IPTU \u00ed langan t\u00edma og ITBI, l\u00e6kkun \u00e1 ISS-hlutfalli fyrir verkfr\u00e6\u00f0i- og arkitekta\u00fej\u00f3nustu sem tengist verkinu, eftirgj\u00f6f fyrri skulda eignarinnar, undan\u00fe\u00e1gur fr\u00e1 sveitarf\u00e9l\u00f6gum og sm\u00e1m saman aftur \u00ed fulla skattlagningu eftir b\u00f3tat\u00edmabili\u00f0. Einnig eru efnahagslegir styrkir til a\u00f0 standa straum af vi\u00f0komandi hluta byggingarkostna\u00f0ar.<\/p>\n\n\n\n

\u00deessi frumkv\u00e6\u00f0i eru ekki \u00fatl\u00e6g \u00ed umr\u00e6\u00f0unni um rafr\u00e6n vi\u00f0skipti<\/em>. \u00feegar \u00f6llu er \u00e1 botninn hvolft er deilan, meira en stafr\u00e6n, einnig sv\u00e6\u00f0isbundin, vegna \u00feess a\u00f0 framfarir rafr\u00e6nna vi\u00f0skipta eru vaxandi og \u00f3afturkr\u00e6far. \u00dea\u00f0 hefur f\u00e6rt \u00fe\u00e6gindi, auki\u00f0 a\u00f0gengi og l\u00fd\u00f0r\u00e6\u00f0isleg tilbo\u00f0. Hins vegar, \u00fer\u00e1tt fyrir mikilv\u00e6gi \u00feess fyrir neytendur, er nau\u00f0synlegt a\u00f0 halda s\u00edfellt sterkari og velmegandi g\u00f6tuverslun, \u00fear sem lifandi vistkerfi frumkv\u00f6\u00f0lastarfs, starfa og tekna er.<\/p>\n\n\n\n

Paulistanos, eins og \u00e9g, vita mj\u00f6g vel hva\u00f0 \u00e9g er a\u00f0 tala um. Borgin pulsar \u00ed gluggum, \u00e1 fj\u00f6lf\u00f6rnum gangst\u00e9ttum og \u00e1 opnum dyrum. Ef keppnin er n\u00fa al\u00fej\u00f3\u00f0leg \u00fearf svari\u00f0 a\u00f0 vera sta\u00f0bundi\u00f0, g\u00e1fulegt, uppbyggt og hugr\u00f6kk.<\/p>\n\n\n\n

Alessandra Andrade<\/strong>\u00a0hann er forseti Sao Paulo Business, fj\u00e1rfestingar- og \u00fatflutningseflingarstofnunar sveitarf\u00e9lagsins.<\/p>","protected":false},"excerpt":{"rendered":"

Num ambiente comercial cada vez mais disruptivo, as lojas de rua precisam encontrar meios eficazes de concorrer com as grandes redes e o e-commerce Internacional. \u00c9 o novo paradoxo do setor, pois a pessoa que passa na cal\u00e7ada pode escolher entre o estabelecimento f\u00edsico local, a marca global instalada no shopping mais pr\u00f3ximo ou uma plataforma digital. […]<\/p>\n","protected":false},"author":1,"featured_media":92996,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[35,36],"tags":[47,68,43],"class_list":{"0":"post-94656","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-artigos","8":"category-dicas-artigos","9":"tag-artigos","10":"tag-dicas","11":"tag-e-commerce"},"aioseo_notices":[],"_links":{"self":[{"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/posts\/94656","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/comments?post=94656"}],"version-history":[{"count":0,"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/posts\/94656\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/media\/92996"}],"wp:attachment":[{"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/media?parent=94656"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/categories?post=94656"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/www.ecommerceupdate.com.br\/is\/wp-json\/wp\/v2\/tags?post=94656"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}