Digital Transformation in Retail Commerce: Impacts on Consumer Experience

Abstract

Digital transformation is reshaping the retail commerce landscape. This paper investigates the influence of AI, big data analytics, and omnichannel strategies on consumer experience and sales performance. Survey data from 250 retail chains across Europe and North America demonstrate that personalized recommendations, online-to-offline integration, and real-time customer support significantly enhance engagement and loyalty. Challenges include cybersecurity, digital skills gaps, and resistance to technology adoption. The study emphasizes that digital transformation is not merely technological but requires organizational change management, data-driven decision-making, and cultural adaptation. Findings provide practical guidance for managers navigating the intersection of commerce, technology, and consumer behavior.