Emerging Trends in E-commerce: A Review of Consumer Behavior, Marketplaces and Digital Platforms

Rapid technological developments intersect with changes in consumer habits within the ever-changing digital environment. This paper discusses future trends in e-commerce, where. A literature review strategy was used in an attempt to identify gaps that companies can leverage to keep up with the rapid changes within the digital environment. It addressed the integration of digital and traditional channels as a means to improve customer experiences. Secondly, the importance of artificial intelligence and personalization in enhancing operational efficiency and customer experience through personalized suggestions and big data management. Thirdly, it addressed the opportunity and challenges faced by emerging markets, including issues related to digital infrastructure as well as differences in culture. The results showed that the integration of digital and traditional channels is effective in improving user experience and that artificial intelligence helps in improving service delivery through recommendations and big data management.