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Journal of Digital Marketing and Communication

Open Access Review

Revolutionizing Retail: A Mini Review of E-commerce Evolution

by Charles Ntumba 1 , Samuel Aguayo 2 , Kamau Maina 3
1 Faculty of Economics and Business Administration, Simon Kimbangu University, Ave Bongolo, Kinshasa, Congo
2 Faculté des sciences économiques, University of Douala, BP 2701, Douala, Littoral Province, Cameroon.
3 The School of Business, Economics & Tourism, Kenyatta University, Nkrumah Rd Kenyatta University Majengo Mvita, Kenya.

SUBMITTED: 28 November 2023; ACCEPTED: 22 December 2023; PUBLISHED: 26 December 2023

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This review article delves into the transformative journey of e-commerce, tracing its inception in the mid-1990s, characterized by visionary companies such as Amazon, eBay, Alibaba, PayPal, and Dell. These pioneers laid the foundation for a digital commerce revolution, with technological innovations, particularly in mobile technology, reshaping the e-commerce landscape and providing users with seamless, on-the-go shopping experiences. The integration of augmented reality (AR) and virtual reality (VR) further bridged the gap between physical and digital realms, offering immersive product interactions. Artificial intelligence (AI) emerged as a transformative force, utilizing algorithms to analyze user data and personalize online shopping experiences. AI-driven chatbots and virtual assistants enhanced customer support, contributing to an overall personalized shopping journey. The predictive capabilities of AI enabled platforms to anticipate user behavior and strategically deploy personalized recommendations. Evolving consumer behavior, influenced by the convenience of online shopping and social media, is a central theme, with the rise of conscious consumers emphasizing sustainability and ethical practices in purchasing decisions. Looking forward, future trends in e-commerce include the continued dominance of AI in refining personalization, the potential of blockchain for transparency and security, and the integration of the Internet of Things (IoT) for a more connected shopping experience. AR, VR, voice commerce, and cross-border e-commerce are anticipated to play significant roles.  

Keywords: E-commerce evolution; technological innovations; artificial intelligence in retail; consumer behavior trends, future of e-commerce

Creative Commons Attribution 4.0 International (CC BY 4.0) License
© 2023 Charles Ntumba, Samuel Aguayo, Kamau Maina. This is an open access article distributed under the Creative Commons Attribution 4.0 International (CC BY 4.0) License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.

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Ntumba, C. ., Aguayo, S. ., & Maina, K. (2023). Revolutionizing Retail: A Mini Review of E-commerce Evolution. Journal of Digital Marketing and Communication, 3(2), 100–110.
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