A systematic review of Sustainability of Digital Retail System

Abstract

The purpose of this paper is to understand the sustainability of the digital retail system. As the retail world has embraced digital to track consumers' needs right from their tweets to online retail, actual achievement for th e seller is to motivate consumers to want what is the best for them, the seller, the society and the planet. In this study the authors have used systematic literature review (SLR) approach to identify the factors or variables from extant literature. The effect of these variables on the consumer behaviour was then analysed through exploratory factor analysis of the results of the responses to a structured questionnaire. The study finds out that the not just mere online shopping would be the retail of the fut ure, but a mix of both the physical and online experience, as the SLR output suggests. Shoppers at home should be able to visit virtual outlets and in-store shoppers should be able to access a cloud of information about products, so that the consumer experience will be more tailored, more continuous and more omnipresent. Like any study, this study has its own limitations. In this stud y, the authors have developed a model based on expert opinion. Though the sample size may not be enough to validate the model statistically, nevertheless, it can be regarded as a platform for further research study.