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All Journal International Journal of Economics, Business and Accounting Research (IJEBAR)
Yadav, Divya
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Economics, Econometrics & Finance

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THE IMPACT OF DIGITAL TECHNOLOGIES ON MULTICHANNEL RETAILING: FUTURE TRENDS AND RESEARCH DIRECTIONS Yadav, Divya; Jyoti
International Journal of Economics, Business and Accounting Research (IJEBAR) Vol 10 No 1 (2026): IJEBAR: Vol. 10, Issue 1, March 2025
Publisher : LPPM ITB AAS INDONESIA (d.h STIE AAS Surakarta)

Show Abstract | Download Original | Original Source | Check in Google Scholar | DOI: 10.29040/ijebar.v10i1.19299

Abstract

This paper examines the influence of emerging digital technologies on multichannel retailing, particularly regarding customer experience and retailer performance. A systematic literature review reveals that technologies like Artificial Intelligence (AI), the Internet of Things (IoT), Augmented and Virtual Reality (AR/VR), and Big Data enhance personalized shopping experiences and operational efficiency. However, challenges such as high costs, data privacy issues, and integration difficulties are noted. The study also identifies a research gap concerning the long-term effects of technology on customer loyalty and retailer profitability, while synthesizing current insights and proposing future research directions.
Co-Authors Jyoti