Digital Transformation Project Management in E-Commerce: a Proposal for a Conceptual Framework

Objective: The objective of this study is to propose a conceptual framework that integrates Project Management (PM) practices into Digital Transformation (DT) within the context of E-commerce, aiming to support digital initiatives in a structured and adaptive manner. Theoretical Framework: The research is grounded in concepts of project management, digital transformation, and agile practices, considering customer-centric approaches and organizational maturity models. Method: The study adopted the Design Science Research (DSR) approach, combining a Systematic Literature Review (SLR) with semi-structured interviews conducted with industry experts. Data analysis was performed using Thematic Analysis guided by the theoretical framework. Results and Discussion: The findings revealed strong convergence between theory and practice, confirming the pillars of the PTD-E framework: assessment of organizational maturity, problem identification and solution design, project verification and validation, agile solution development, and standardization with clear definition of responsibilities. Critical success factors included leadership engagement, organizational culture, customer-centricity, and technological scalability. Research Implications: The study provides practical guidance for managers by offering a structured roadmap to conduct DT projects with greater security and efficiency, while contributing to the literature by addressing conceptual gaps. Originality/Value: This research introduces an innovative model that articulates PM and DT in E-commerce, providing a theoretical and practical foundation to tackle the challenges of dynamic digital environments.