Worten Portugal: Becoming a Digital Marketplace

Name: Worten Portugal: Becoming a Digital Marketplace (English version)
SKU: 622062

Moreno, Antonio; Amorim, Pedro; Labruyere, Tonia

Product #:622062

Supplier:Harvard Business School

Discipline:Operations Management

Setting:Turkey

Details:Case (PDF) • 28 pages • 2022-06-01 (Rev: 2025-01-03)

Subjects:

Business models Competitive strategy Corporate strategy Emerging markets Globalization Information systems Logistics Resource allocation Strategy Technology adoption lifecycle Value creation Economics Technology and analytics Operations and supply chain management IT management Business management Operations and supply chain management

Geography:

Turkey Asia

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$12.40

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In 2021, Amazon announced its market entry into Portugal with a dedicated offer. The dominant local electronics retailer, Worten, had been expecting and preparing for this move for years. The company had driven a digital transformation program and extended its e-commerce offer, which culminated in the building of an online marketplace that sold Worten products and third-party products. Over time, the marketplace extended to new categories, allowing customers to purchase a broad range of products. E-commerce had not been very popular in Portugal compared to other countries, but that changed with the Covid-19 pandemic in 2020, during which Worten knew how to serve customers in a safe and quick way, and which boosted e-commerce adoption. Worten also continued to lever its dense network of physical stores across the country to provide fast delivery and service options to customers. They hoped that this high level of service would be a great differentiator against Amazon and protect Worten's leading market position.