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The research aims to explore how e-commerce influences retail marketing strategies and business adaptability.

February 22, 2026Open Access

Impact of E-Commerce on Retail Marketing Strategies

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The research aims to explore how e-commerce influences retail marketing strategies and business adaptability.
Analysis of traditional versus digital marketing approaches
Evaluation of consumer behavior through data insights
Examination of pricing strategies and promotional techniques
Assessment of mobile commerce and omnichannel integration effects
E-commerce leads to the adoption of online marketing tactics over traditional methods.
Retailers benefit from personalized customer experiences and expanded market reach.
Increased competition and cybersecurity concerns challenge businesses.
Cohesive marketing strategies are necessary for blending online and offline engagements.

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This research examines how e-commerce reshapes retail marketing strategies, suggesting significant digital adaptations.

Jayakar et al. (2026) studied this question.

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