"Digital Transformation in Commerce: Evaluating the Impact on Consumer Behavior and Business Growth"
DOI:
https://doi.org/10.48047/md0tkf14Keywords:
Digital Transformation, Consumer Behavior, E-commerce Business Growth, Artificial Intelligence in Commerce.Abstract
Digital transformation has profoundly reshaped the commerce landscape, bringing significant
changes to consumer behavior and business growth. This study aims to analyze the impact of digital
technologies—such as e-commerce platforms, artificial intelligence (AI), and data analytics—on
consumer engagement and the operational models of businesses in the commerce sector. The shift
towards online shopping and digital interactions has not only altered consumer purchasing patterns
but also driven businesses to adopt innovative strategies for survival and growth in a competitive
environment. In examining the evolving dynamics of consumer behavior, this paper explores how
digital platforms influence decision-making, brand loyalty, and purchasing trends. The role of social
media in fostering direct consumer engagement, shaping perceptions, and driving brand interaction
is a central focus, along with the rise of social commerce where transactions occur directly on social
platforms. Additionally, AI and data analytics are highlighted as essential tools for personalization,
enabling businesses to better understand customer needs, predict demand, and improve customer
experience.
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