THE IMPACT OF E-COMMERCE ON TRADITIONAL RETAIL

Abstract

E-commerce has significantly transformed the global retail landscape, altering consumer behavior, market dynamics, and business strategies. Online platforms provide convenience, wider product choices, and competitive pricing, challenging traditional brick-and-mortar stores to adapt. This article examines the impact of ecommerce on traditional retail, analyzing both opportunities and challenges. Using a qualitative review of academic literature, industry reports, and case studies, the study explores how e-commerce affects sales, customer engagement, supply chain management, and employment in the retail sector. Findings indicate that while ecommerce offers growth opportunities, traditional retailers must innovate, integrate digital strategies, and enhance customer experience to remain competitive. This research concludes that a hybrid retail approach combining physical and digital channels is essential for sustainable retail success