Integration of Micro and Small Enterprises Into E-Commerce: A Study Applied to the Context of the Ali Productivity Program

This study analyzes the strategies adopted by Brazilian micro and small enterprises (MSEs) in the use of marketplaces as sales channels in electronic commerce, with a focus on initiatives developed within the Brasil Mais Produtividade Program through the work of the Local Innovation Agent (ALI). It is a qualitative, applied research project, with data collected from six MSEs in the municipality of São Bento do Sul, Santa Catarina, representing different economic sectors. The methodology included a diagnostic assessment using the Innovation Radar, SWOT analysis, the “5 Whys” technique, and the 5W2H framework, in addition to continuous monitoring over six months. The results show that the adoption of practices such as search engine optimization (SEO), strengthening brand identity, and personalized customer‑relationship strategies were decisive for increasing visibility and performance in marketplaces. The practical experience highlights the role of the ALI as a facilitator of innovative solutions adapted to the reality of MSEs, contributing to their digital transformation and greater competitiveness in e‑commerce. The originality of this study lies in its empirical approach to applying innovation‑management tools (such as the Innovation Radar, SWOT, 5 Whys, and 5W2H) to the real context of micro and small enterprises, examining their outcomes within the practical intervention framework of SEBRAE's ALI Productivity Program.