A transformação digital e a personalização da experiência do cliente no e-commerce: um estudo sobre marketplace.

Abstract

Digital transformation has led to significant changes in the way companies interact with their customers, especially in the context of e-commerce and marketplaces. In this scenario, technologies such as Artificial Intelligence (AI), Big Data, chatbots, and digital payment systems are used to personalize the consumer experience, improve operational efficiency, and strengthen organizational competitiveness. This research aimed to analyze how digital transformation influences the consumer experience in the digital market, identifying the main factors that affect customer satisfaction and behavior. The research is characterized as a bibliographic study of a qualitative nature, with exploratory and descriptive objectives, based on scientific articles and documents published in databases such as Google Scholar, SciELO, and the CAPES Journal Portal. The results show that digital transformation is not merely the adoption of new technologies, but a strategic process that shapes business models and the way companies interact with their customers. The use of digital technologies contributes to faster, safer, and more personalized shopping experiences, directly influencing consumer behavior and the way people consume, increasingly valuing convenience, accessibility, trust, and practicality. Marketplace platforms play an important role as intermediaries in digital commerce, expanding product offerings and facilitating customer evaluation and comparison. It is concluded that digital transformation is an important factor influencing customer behavior in e-commerce, making personalization a strong competitive advantage for companies operating in the digital environment.