The digital economy has fundamentally restructured retail and consumer marketing, blurring boundaries between physical and virtual commerce while intensifying competitive pressures. Consumer expectations now center on personalization, authenticity, and social responsibility, with social media and mobile platforms playing critical roles in shaping purchasing decisions. This transformation presents both opportunities for businesses to strengthen customer relationships through digital tools and challenges related to technology access, market fragmentation, and legacy system integration.
This special issue invites research examining how businesses are adapting retail and marketing strategies to succeed in digital-transformed markets. The editors seek contributions that explore the theoretical foundations, empirical evidence, and practical insights regarding digital transformation in retailing, consumer engagement, distribution systems, and business strategy to guide practitioners, policymakers, and scholars navigating contemporary market shifts.