EVOLVING DIGITAL BUSINESS MODELS IN RETAIL: TECHNOLOGICAL, STRATEGIC, AND CONSUMER-CENTRIC TRANSFORMATIONS

Retail business models are undergoing rapid evolution driven by digital technologies, digital platforms, and changing consumer expectations. This paper synthesizes contemporary literature and practitioner reports to develop an integrated conceptual framework for understanding how technological enablers (cloud, AI, data platforms), strategic reconfigurations (platforms, ecosystem orchestration, business model innovation), and consumer-centric shifts (omnichannel, personalization, experience-driven retail) jointly reshape value creation and capture in retail. Building on foundational frameworks — the Business Model Canvas, platform/ecosystem theory, and dynamic capabilities — the paper proposes an integrative conceptual model for retailers aiming to become digitally resilient and consumer-responsive. Key empirical and industry analyses (e.g. McKinsey, BCG) highlight the importance of first party data, AI scaling, and organizational change as levers for business model transformation in retail.