Customer Experience Relationships and Customer Retention in the Retail Industry in the Digital Era on Shopee E-commerce

In the current digital era, developments in information and communication technology have changed theway consumers and businesses interact, especially in the retail industry. Shopee, as one of the leading e-commerce platforms in Southeast Asia, has succeeded in attracting the attention of millions of users withits innovative approach to customer experience and customer retention strategies. The main problem inthis research is how the customer experience offered by Shopee affects customer retention. So thequestions arise, How do the elements of customer experience on Shopee influence customer retention,What are the most significant factors in customer experience that contribute to their decision to continueinteracting on Shopee, Are there differences in perceptions of customer experience and customerretention between various user segments? Shopee. This research uses qualitative methods usingsecondary data from previous research and journals. This research shows that customer experience onthe Shopee e-commerce platform has a significant impact on customer retention. The main elements thatcontribute to increasing customer loyalty on Shopee include ease of use of the platform, satisfaction withservice and speed of delivery, an attractive loyalty program, and interactive features that enableresponsiveness and direct interaction between customers and sellers. This research has importantimplications for e-commerce companies, especially Shopee, in designing more effective strategies toimprove customer experience. Findings show that focusing on platform ease of use, speed of service, andloyalty programs can significantly increase customer retention.