Role of E-Commerce in Transforming Retail Marketing

Abstract

Retail marketing has been transformed by e-commerce, changing customer engagement and operations. Retail marketing changes with consumer behavior, market trends, and technology. Successful retailers adapt to their target audience's shifting requirements and tastes to be competitive in a fast-changing market. Retail is undergoing a major transition due to the growth of e-commerce amid the digital revolution. Online shopping, digital marketplaces, and mobile commerce have revolutionized retail marketing, changing how firms interact with customers and function in a globalized environment. Retailers must adapt and innovate to be competitive and meet customer demands and expectations due to this paradigm shift. E-commerce, or electronic commerce, is more than just a technology improvement; it changes how consumers and businesses interact. It makes browsing, selecting, and buying products and services easier than in stores. Global e-commerce has broken down geographical restrictions and given consumers access to almost unlimited items and services. E-commerce has leveled the playing field for enterprises of all sorts, from small artisanal businesses reaching global clients to retail giants offering smooth online purchasing. The main objective of this study is to explore & analyse factors of e-commerce which performs best role in transformation of marketing.