• Harshitha
• Jatin
• Krish
• Keshav
• Divyesh

This paper provides a comprehensive analysis of electronic commerce, examining its historical roots, current situation, and possible future advancements. It includes a thorough analysis of the literature on a variety of subjects, such as the rise of social commerce, emerging technologies like augmented reality, and factors influencing customer loyalty. It also examines the adoption of e-business in developing nations such as Pakistan, shedding light on the role institutional frameworks play in promoting trust in online transactions. The analysis highlights the relationships between market forces, technological advancements, and societal changes as it examines how e-commerce affects consumer behaviour, business strategies, and larger socioeconomic dynamics. Future developments like the need for omnichannel coherence, augmented reality integration, and environmental concerns are foreseen in the report. Although e-commerce is expanding, it still has to overcome challenges like privacy issues and cybersecurity threats. These difficulties serve as a reminder of how crucial it is to navigate this shifting environment with flexibility and initiative. Ultimately, the research provides a framework for understanding and utilising the complexities and innovative potential of e-commerce.

Technological innovations, paradigm shift, cybersecurity, blockchain, artificial intelligence, augmented reality, transactional behaviors.

"Unveiling the Untapped Potential of E-commerce: A Comprehensive Exploration", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.11, Issue 3, page no.k155-k163, March-2024, Available :http://www.jetir.org/papers/JETIR2403A18.pdf

"Unveiling the Untapped Potential of E-commerce: A Comprehensive Exploration", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.11, Issue 3, page no. ppk155-k163, March-2024, Available at : http://www.jetir.org/papers/JETIR2403A18.pdf