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

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.