MARKETPLACE APPLIED TO AGRIBUSINESS AND THE TRENDS IN ONLINE PRODUCT MARKETING

Abstract

Commercial practices have advanced technologically, and organizations have demanded innovations and marketing and investment strategies in the marketplace, including the agribusiness sector, creating new marketing behavior applied to the integration of digital e-commerce platforms with the agricultural and livestock sector. Thus, this research aims to meet the following objectives: to describe how the marketplace has been used by agribusiness as a competitive strategy for marketing and offering products online; to define and characterize marketplace strategies aimed at e-commerce; to present the pricing criteria and fees applied to the products offered and marketed by marketplace platforms; to carry out a case study that describes the realities and challenges of a Goiás company that uses the e-commerce platform aimed at agribusiness. The aim is to answer the following question: How do marketplace platforms facilitate e-commerce and create strategies for connecting and pricing products, by bringing together and advertising different companies' products in the same online commerce environment? Finally, as a methodological procedure, this is an exploratory study with a qualitative and quantitative approach, structured in two phases: a literature review and field research, whose expectation was to recognize and portray the marketing strategies of marketplaces to connect and price products, based on the gathering and advertising of different products on the same platform.