Adapting to E-Commerce: The Impact of Online Shopping on Traditional Retailers
Keywords:
E-commerce, online shopping, traditional retail, brick-and-mortar stores, omnichannel strategies, consumer behavior, digital transformation, retail adaptationAbstract
The rapid expansion of e-commerce has reshaped the retail landscape, significantly impacting traditional brick-and-mortar stores. This article examines the effects of online shopping growth on physical retailers, exploring key challenges such as declining foot traffic, increased competition, and shifting consumer expectations. It also highlights the strategies that traditional retailers are adopting to adapt to the digital transformation, including omnichannel approaches, enhanced in-store experiences, and the integration of technology and data analytics. The study emphasizes that while online shopping poses considerable challenges, it also offers new opportunities for physical stores to innovate and remain competitive in the evolving retail environment.
References
Baird, N., & Kilcourse, B. (2018). Omnichannel retail benchmark report: Channel integration moves from omnichannel retail toward unified commerce. Retail Systems Research. Retrieved from https://www.rsrresearch.com
Brynjolfsson, E., Hu, Y. J., & Rahman, M. S. (2013). Competing in the age of omnichannel retailing. MIT Sloan Management Review, 54(4), 23-29. https://doi.org/10.1108/07363761211259231
Deloitte. (2020). Global Powers of Retailing 2020: The new retail climate. Retrieved from https://www2.deloitte.com
Forbes Insights. (2019). The omnichannel paradox: Combining the power of physical stores with the convenience of online retail. Retrieved from https://www.forbes.com/insights
Grewal, D., Roggeveen, A. L., & Nordfält, J. (2017). The future of retailing. Journal of Retailing, 93(1), 1-6. https://doi.org/10.1016/j.jretai.2016.12.008
Hagberg, J., Sundstrom, M., & Egels-Zandén, N. (2016). The digitalization of retailing: An exploratory framework. International Journal of Retail & Distribution Management, 44(7), 694-712. https://doi.org/10.1108/IJRDM-09-2015-0140
McKinsey & Company. (2020). The future of retail: Winning models for a new era. Retrieved from https://www.mckinsey.com/industries/retail/our-insights
National Retail Federation (NRF). (2021). Retail sales report: E-commerce and omnichannel. Retrieved from https://nrf.com
Rigby, D. (2011). The future of shopping. Harvard Business Review, 89(12), 65-76. Retrieved from https://hbr.org
Statista. (2022). Global e-commerce sales growth from 2014 to 2024. Retrieved from https://www.statista.com
Wollenburg, J., Holzapfel, A., Hübner, A., & Kuhn, H. (2018). Omni-channel retail fulfillment and logistics in Germany: On the past, present, and future of the supply chain. International Journal of Retail & Distribution Management, 46(4), 411-430. https://doi.org/10.1108/IJRDM-08-2017-0162
Baker, J., Grewal, D., & Parasuraman, A. (2016). Store environment and shopping experience: An integrative framework. Journal of Retailing, 92(1), 10-20. https://doi.org/10.1016/j.jretai.2015.12.003
Cachon, G. P., & Swinney, R. (2011). The value of information in a supply chain: Measuring the value of improved demand forecasts. Management Science, 57(1), 166-180. https://doi.org/10.1287/mnsc.1100.1265
Chen, Y., & Xie, K. L. (2008). Online consumer review: Word-of-mouth as a new element of marketing communication mix. Management Science, 54(3), 477-491. https://doi.org/10.1287/mnsc.1070.0760
Deloitte Insights. (2021). Retail’s digital transformation: A guide to navigating the new normal. Retrieved from https://www2.deloitte.com/us/en/insights/industry/retail-distribution/digital-transformation-retail.html
Grewal, D., & Levy, M. (2016). Retailing: Integrated theory and practice. Journal of Retailing, 92(3), 227-239. https://doi.org/10.1016/j.jretai.2016.05.001
Hollensen, S. (2019). Global marketing: A decision-oriented approach. Pearson Education.
Huang, M. H., & Rust, R. T. (2021). Artificial intelligence in service. Journal of Service Research, 24(1), 3-24. https://doi.org/10.1177/1094670520902268
Kumar, V., & Reinartz, W. (2016). Creating enduring customer value. Harvard Business Review Press.
Lemon, K. N., & Verhoef, P. C. (2016). Understanding customer experience throughout the customer journey. Journal of Marketing, 80(6), 69-96. https://doi.org/10.1509/jm.15.0420
McKinsey & Company. (2021). The state of fashion 2021: Coronavirus update. Retrieved from https://www.mckinsey.com/business-functions/mckinsey-digital/our-insights
Nielsen. (2020). The changing consumer landscape: Insights on online shopping trends. Retrieved from https://www.nielsen.com/us/en/insights/report/2020/the-changing-consumer-landscape
Pereira, M. A., & Silva, C. (2017). The impact of digital transformation on traditional retail: A case study of the Portuguese market. Journal of Retailing and Consumer Services, 39, 153-160. https://doi.org/10.1016/j.jretconser.2017.07.007
Pomerantz, M., & Berthon, P. (2016). The impact of mobile devices on consumer shopping behavior: A review of current research. Journal of Interactive Marketing, 36, 80-88. https://doi.org/10.1016/j.intmar.2016.01.004
Stone, M., & Woodcock, N. (2014). Interactive, multichannel retailing: New tools and techniques. Journal of Retailing, 90(2), 1-16. https://doi.org/10.1016/j.jretai.2014.01.003
Zhang, X., & Zhang, J. (2018). The role of social media in e-commerce: Insights from consumer reviews. Electronic Commerce Research and Applications, 29, 1-12. https://doi.org/10.1016/j.elerap.2018.06.004
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2024 ENDLESS: INTERNATIONAL JOURNAL OF FUTURE STUDIES
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
