EFFECT OF E-COMMERCE GROWTH ON TRADITIONAL RETAIL BUSINESSES

Abstract

E-commerce's explosive growth has had a significant impact on both customer behavior and conventional retail companies' operational plans. With an emphasis on market rivalry, customer expectations, sales performance, and strategy adaptability, this study looks at academic research on how the expansion of e-commerce impacts conventional brick and mortar retailers. According to studies, conventional businesses must contend with dwindling foot traffic, mounting demand to integrate digitally, and intensifying competition from online marketplaces. Opportunities for hybrid company models, multichannel strategies, and customized consumer experiences all present themselves at the same time. The study summarizes research results, emphasizing obstacles as well as flexible tactics for maintaining profitability in the digital age.