Dijitalleşme sürecinde tüketici davranışlarındaki değişim ve e-ticarete uyumu: Kırşehir örneği

In recent years, digitalisation has led to profound changes in consumer behaviour, with traditional shopping habits increasingly being replaced by digital platforms. This transformation, especially with the widespread adoption of e-commerce, has created both risks and opportunities for local merchants operating in small cities. This study aims to examine the evolving consumer behaviours shaped by digitalisation, the challenges faced by merchants in Kırşehir during their transition to e-commerce, and the impact of this transformation on the local economy. Using a qualitative approach, semi-structured interviews were conducted with merchants from various sectors. The findings reveal that a lack of digital literacy, inadequate technical infrastructure, financial constraints, a lack of customer trust, and concerns over rising competition are the primary barriers to digital transformation. These challenges hinder local businesses from competing in digital markets and threaten the sustainability of traditional business models. The study offers multi-faceted solutions, including digital literacy training, infrastructure improvements, and financial support mechanisms, emphasising that integrating e-commerce into local development strategies can contribute to sustainable economic growth.