Emerging E-commerce Trends Study of: The Role of IT Shaping Consumers Decisions

Shopping habits have changed dramatically in recent years, with more people moving from traditional stores to online shopping. The rise of e-commerce has made it easier than ever to browse, compare, and purchase products from anywhere. Factors like personalized recommendations, secure digital payments, and mobile shopping have played a big role in this shift. The COVID-19 pandemic sped up the process, forcing businesses and consumers to rely on online shopping more than ever. This shift has not just changed consumer behaviour it’s also helped boost the global economy by expanding markets and creating new opportunities for businesses. This paper looks at the key technologies driving these changes, such as AI-powered recommendations, mobile commerce, and digital payment solutions. It also explores new trends like voice shopping, virtual try-ons, and automated customer support. While e-commerce offers convenience and accessibility, it also raises concerns about data privacy, security, and ethical marketing practices. Understanding these issues is important for building trust in online shopping. By analysing these shifts and identifying gaps in current research, this review provides insights into how technology continues to shape the way people shop and make decisions in a digital world.