Thesis Abstract

Abstract
The proliferation of e-commerce has revolutionized the retail industry, challenging traditional brick-and-mortar businesses to adapt to the digital landscape or risk becoming obsolete. This thesis presents a comprehensive analysis of the impact of e-commerce on traditional retail businesses, focusing on the opportunities and challenges presented by this digital transformation. The study examines the changing consumer behavior driven by online shopping trends and the implications for traditional retailers. It also investigates the strategies adopted by traditional retailers to compete in the e-commerce space, such as omnichannel retailing and digital marketing initiatives. Through a mixed-methods approach, including surveys, interviews, and case studies, data is collected and analyzed to understand the current landscape of traditional retail businesses in the face of e-commerce disruption. The literature review delves into theories of digital disruption, consumer behavior, and strategic management to provide a theoretical framework for the study. The research methodology section outlines the research design, data collection methods, and analysis techniques employed in this study. Findings from the research reveal that while e-commerce presents significant challenges for traditional retail businesses, it also offers opportunities for growth and innovation. Traditional retailers are leveraging technology to enhance the customer experience, improve operational efficiency, and reach a wider audience through online platforms. However, barriers such as logistical challenges, cybersecurity risks, and increased competition remain significant hurdles for traditional retailers in the e-commerce landscape. The discussion section critically analyzes the implications of the research findings, highlighting the key factors influencing the success or failure of traditional retailers in the e-commerce era. The study emphasizes the importance of strategic planning, digital transformation, and customer-centric approaches for traditional retailers to thrive in the digital age. Recommendations are provided for traditional retailers to adapt and compete effectively in the e-commerce environment. In conclusion, this thesis contributes to the understanding of the impact of e-commerce on traditional retail businesses and provides valuable insights for academics, practitioners, and policymakers in the retail industry. By examining the challenges and opportunities presented by e-commerce, this study aims to guide traditional retailers in developing strategies to navigate the evolving retail landscape successfully.

Thesis Overview