THE IMPACT OF DIGITAL TECHNOLOGIES ON MULTICHANNEL RETAILING: FUTURE TRENDS AND RESEARCH DIRECTIONS

Authors

  • Divya Gupta Amity College of Commerce, Amity University, Gurugram, Haryana,, India
  • Jyoti Jaypee institute of information technology, Noida, India

DOI:

https://doi.org/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.

Author Biography

Divya Gupta, Amity College of Commerce, Amity University, Gurugram, Haryana,

Research Scholar,

Amity College of Commerce,

Amity University, Gurugram, Haryana,

E-mail: divya.yadav15@s.amity.edu

ORCID ID: 0009-0004-7620-0567

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Published

2026-03-11

How to Cite

Gupta, D., & Jyoti. (2026). THE IMPACT OF DIGITAL TECHNOLOGIES ON MULTICHANNEL RETAILING: FUTURE TRENDS AND RESEARCH DIRECTIONS. International Journal of Economics, Business and Accounting Research (IJEBAR), 10(1). https://doi.org/10.29040/ijebar.v10i1.19299

Issue

Vol. 10 No. 1 (2026): IJEBAR: Vol. 10, Issue 1, March 2025

Section

Articles

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