Digital Transformation and Consumer Behaviour in Modern Commerce

Abstract

Digital transformation has changed how firms create value and how consumers search,
compare, purchase and evaluate products. E-commerce platforms, mobile applications, digital
payments, recommendation systems and social media have reduced information and
transaction barriers while creating new forms of competition. This paper examines the
relationship between digital transformation and consumer behaviour in modern commerce. It
focuses on convenience, price comparison, personalization, trust, online reviews, digital
payments, data use and customer experience. The paper argues that technology improves
commercial efficiency only when firms also address privacy, cybersecurity, transparency and
the changing expectations of consumers.