Digital Transformation & E-Commerce: A Literature Review of Customer Shopping Behavior Change

DOI

10.2991/978-94-6239-709-5_67How to use a DOI?

Keywords

Digital Transformation; E-Commerce; Customer Shopping Behavior; Impulsive Buying

Abstract

Advances in digital technology have transformed various sectors, including the economy. Digital transformation has driven significant changes in production, markets, and business innovation. One concrete manifestation of this digitalization is the development of e-commerce, which enables bold interactions between businesses and consumers. This study aims to examine the impact of digital transformation, particularly e-commerce, on consumer shopping behavior, with a focus on the phenomenon of impulse buying. Impulse buying refers to spontaneous and unplanned purchasing decisions, which are increasingly influenced by the ease and speed of access to e-commerce platforms. In this literature review, various relevant sources were analyzed to examine the factors driving changes in consumer behavior in e-commerce. The results show that e-commerce, driven by the application of digital technologies such as artificial intelligence (AI) and big data, has transformed the way consumers shop by providing convenience, accessibility, and a more efficient shopping experience. Furthermore, promotions and features such as discounts, flash sales, and product recommendations increase impulse buying among consumers. This study discusses the importance of understanding consumer behavior in the digital era, particularly in the context of the ever-evolving e-commerce landscape, to help businesses design more effective and targeted marketing strategies.

Copyright

© 2026 The Author(s)

Open Access

Open Access This chapter is licensed under the terms of the Creative Commons Attribution-NonCommercial 4.0 International License (http://creativecommons.org/licenses/by-nc/4.0/), which permits any noncommercial use, sharing, adaptation, distribution and reproduction in any medium or format, as long as you give appropriate credit to the original author(s) and the source, provide a link to the Creative Commons license and indicate if changes were made.

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TY  - CONF
AU  - Ferial Tri Aura Damayanti
AU  - Fahrina Mustafa
PY  - 2026
DA  - 2026/06/20
TI  - Digital Transformation & E-Commerce: A Literature Review of Customer Shopping Behavior Change
BT  - Proceedings of the 10th International Conference on Accounting, Management, and Economics (10th ICAME 2025)
PB  - Atlantis Press
SP  - 982
EP  - 994
SN  - 2352-5428
UR  - https://doi.org/10.2991/978-94-6239-709-5_67
DO  - 10.2991/978-94-6239-709-5_67
ID  - Damayanti2026
ER  -