Authors: Research Scholar Abiya. S, Assistant Professor Dr Bakkialakshmi S
Abstract: The rapid growth of e-commerce has transformed how retail businesses operate, compete, and serve customers. This study examines the e-commerce-driven transformation of retail business models, with a particular focus on omnichannel integration, digital innovation, and competitive advantage. The study aims to determine whether different levels of omnichannel integration and digital innovation are associated with differences in the competitive advantage of retail businesses, and whether selected business characteristics are associated with the adoption of digital retail practices. A quantitative research approach was adopted, based on 200 responses. Data were collected using a structured questionnaire that covered e-commerce adoption, omnichannel integration, digital innovation, and competitive advantage. Descriptive statistics were used to present the profile of respondents, while Chi-square and ANOVA were used to examine the proposed hypotheses. The results show a significant relationship between the frequency of e-commerce use and the intention to continue using it. The findings also show significant disparities in competitive advantage across varying levels of omnichannel integration. The study indicates that successful integration of online and offline channels, as well as judicious use of digital technology, can help retailers improve the customer experience, adapt to changing market conditions, and strengthen their competitiveness. The report suggests that retailers invest in appropriate digital technologies, improve channel integration, strengthen customer-focused services, and continue to grow their digital capabilities.
