Smart Strategies in the Digital Age: Conventional Retail Facing the Revolution E-Commerce

The aim of this research is to see how e-commerce trends impact traditional retail marketing strategies. The study emphasize the use of new technologies such as augmented reality (AR), artificial intelligence (AI), and omnichannel approaches as a way to maintain traditional retail competitiveness. This was done using the PRISMA framework and SWOT analysis. Data was collected from eleven relevant articles over the past three years (2022-2024) using searches in ScienceDirect and Google Scholar. Results show that the use of technology in omnichannel strategies can improve customer experience and operational efficiency. However, the main obstacles remain infrastructure limitations, high investment costs and data security threats. To address this issue, it is recommended to use mitigation strategis that prioritize technology partnerships and focus on specific market segments. This research provides parctical guidelines for retail partitioners to adjust to the dynamics of the e-commerce market. In addition, this research offers a perspective for academics in studying retail transformation in the digital era.