• Dr.B.Pradeepa

This article explores the evolving landscape of retail in the digital age focusing on key E-commerce trends and their profound impact on traditional retail businesses. As consumer behavior shifts toward convenience, speed and personalization. Technologies such as mobile commerce, social media integration, artificial intelligence and omnichannel strategies are redefining how and where people shop. The article highlights the decline of physical retail spaces, the transformation of in-store experiences and the emergence of new business models like direct-to-consumer and subscription services. It concludes with strategic recommendations for retailers to adapt and remain competitive in a rapidly changing market environment, emphasizing digital transformation, enhanced logistics and sustainable practices.

Artificial Intelligence, Machine learning, Omnichannel marketing, Brick and Mortar.

"ADAPTING TO DIGITAL: THE RETAIL RESPONSE TO E-COMMERCE GROWTH", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 10, page no.b614-b619, October-2025, Available :http://www.jetir.org/papers/JETIR2510180.pdf

"ADAPTING TO DIGITAL: THE RETAIL RESPONSE TO E-COMMERCE GROWTH", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 10, page no. ppb614-b619, October-2025, Available at : http://www.jetir.org/papers/JETIR2510180.pdf