Abstract
In modern business, digitalization plays a key role in overcoming challenges and ensuring the competitiveness of companies. In the context of rapidly changing market trends and consumer preferences, retailers face the need to diversify their business to retain current customers and attract new ones. Digitalization is one of the powerful tools that contribute to business diversification. Digitalization opens up a wide range of opportunities for retailers to expand and diversify their business. Through the use of digital technologies, companies can create new sales channels, improve customer interaction, optimize logistics processes and offer innovative products and services.
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