E-Commerce Transformation and Changing Consumer Behavior in the Digital Era

Abstract

The development of e-commerce globally and nationally shows significant growth, driven by increased internet penetration, smartphone adoption, and changes in consumer behavior that increasingly rely on digital technology. In Indonesia, the surge in e-commerce transactions is more pronounced after the pandemic, although there are indications of a slowdown in growth in certain periods. This research aims to analyze e-commerce trends and changes in consumer behavior triggered by digitalization, focusing on the challenges and opportunities faced by business actors. The method used is Systematic Literature Review (SLR), which identifies, evaluates, and synthesizes literature from various international and national sources. The results of the study show that consumers are now more critical, expect fast and personalized service, and pay attention to sustainability aspects. On the other hand, business actors are faced with data security issues, strict regulations, and the demands of omnichannel integration. This study confirms that technology-based strategic adaptation is a key factor to maintain competitiveness in the digital era.