A TRANSITION TOWARDS SUSTAINABLE E- RETAIL: THE WAY FORWARD

Abstract

Purpose – The paper focuses to introduce digital retail as a vital requisite for the sustainability in future. In the era of social media, accessibility to the internet, corona pandemic leading to contactless shopping, people getting glued to their gadgets, digitalization has a way better probability of softening the blow on the environmental crisis and improving the sustainability.

The goal of this study is to concentrate the inference of digital retail on the environment. Design/methodology/approach – This is a conceptual paper, in which approaches to review relevant literature precisely, and lay out the reasons for including the various aspects of sustainable development in e-retail. Findings – The authors find the various external and internal factors that are changing according to the dynamics of the business and therefore they need to be critically assessed while strategizing for the goals of our sustainable business.

Originality/value – The convergence of digitalization and sustainability is an under-researched topic. Through this paper, the authors wish to fill this critical gap.

Keywords- Digitalization, Digitization, Pandemic, Retail business, Digital marketing capabilities, importance, advantages, struggles, sustainability, environmental impact.