Impact of Digital Transformation on Consumer Buying Behavior in Retail

Abstract: The rapid advancement of digital technologies has profoundly reshaped the retail landscape, influencing consumer buying behavior in significant ways. This study investigates how digital transformation—including the rise of e-commerce, mobile shopping, social media influence, and personalized marketing—affects consumer preferences, purchasing decisions, and overall shopping experiences. By analyzing consumer interactions with digital retail platforms, the research identifies key factors such as convenience, accessibility, trust, and engagement that drive changes in buying patterns. The findings reveal that digital transformation not only enhances consumer empowerment but also challenges traditional retail models, urging retailers to innovate continuously. This study provides valuable insights for businesses aiming to leverage digital tools to meet evolving consumer expectations and sustain competitive advantage.