Digital Transformation in Retail: A Study on Consumer Behavior in E-commerce

Abstract

The rapid evolution of digital technology has transformed traditional retail into a dynamic and increasingly digital-centric ecosystem, particularly through the growth of e-commerce platforms. This paper explores the effects of digital transformation on consumer behavior in the retail sector, with a specific focus on e-commerce. Through a comprehensive analysis of existing literature, the paper examines how digital tools, platforms, and strategies influence consumer purchasing decisions, preferences, and engagement. The study further discusses the implications of these changes for retailers, highlighting the opportunities and challenges posed by this digital shift. The findings underscore the importance of understanding consumer behavior in the context of digital transformation, urging retailers to adapt to evolving consumer expectations in order to remain competitive.