TECHNOLOGY'S ROLE IN RESHAPING THE E-COMMERCE LANDSCAPE
DOI:
https://doi.org/10.1234/aira.v1i2.39Keywords:
artificial intelligence, blockchain, consumer behavior, digital transformation, e-commerceAbstract
This systematic literature review explores the transformative role of technology in shaping modern e-commerce, emphasizing its impact on business models, consumer behavior, and regulatory environments. Drawing from 31 peer-reviewed journal articles published between 2020 and 2025, the study identifies key technological innovations—including artificial intelligence, big data analytics, blockchain, mobile computing, and Internet of Things—that are redefining digital commerce ecosystems. The review employs bibliometric analysis and thematic synthesis to map research trends and extract interpretive insights. Findings indicate a shift toward agile, personalized, and secure e-commerce platforms supported by integrated technological infrastructures. However, challenges such as cybersecurity risks, regulatory gaps, and the global digital divide persist. The paper underscores the need for adaptive regulation, ethical AI deployment, and inclusive digital infrastructure. By synthesizing diverse scholarly contributions, the review offers a coherent understanding of how technological advancements are reshaping e-commerce and provides actionable recommendations for researchers, policymakers, and practitioners navigating this evolving digital landscape.
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