Authors: Kota Kalyan Kumar
Abstract: The rapid growth of online shopping has significantly transformed retail trade business and consumer buying behavior, particularly in emerging markets. This study examines the influence of online shopping on retail trade business performance and customer behavior using a conceptual–empirical approach. Primary data were collected from 220 respondents through a structured questionnaire to understand customer preferences, buying patterns, and satisfaction levels associated with online shopping. Descriptive statistics and inferential tools such as Chi-square tests, t-tests, correlation, and ANOVA were employed for data analysis. The findings reveal that online shopping has a significant impact on retail trade business operations and strongly influences customer buying behavior. Convenience, price discounts, and promotional offers were identified as key factors driving customer preference toward online shopping platforms. Additionally, customer satisfaction was found to be higher in online shopping compared to traditional retail shopping. The study highlights the growing need for retail trade businesses to adopt digital and omnichannel strategies to sustain competitiveness in a rapidly evolving retail environment. The findings contribute to existing literature by providing integrated insights into the dual impact of online shopping on retail trade business and consumers.
