The Future of E-Commerce: A Qualitative Study of Consumer Trends and Business Models

Abstract

Abstract: This study aims to explore the future of e-commerce by examining emerging consumer trends and business models. This qualitative study employed semi-structured interviews with 12 participants, including consumers, business owners, and industry experts in e-commerce. The sample was selected to provide diverse perspectives on current and future trends in the e-commerce sector. Data collection continued until theoretical saturation was reached, ensuring comprehensive coverage of the subject matter. Thematic analysis was conducted using NVivo software to identify key themes related to consumer preferences and evolving business models, with a focus on the integration of emerging technologies. The study identified five major consumer trends: personalization and customization, mobile commerce, social commerce, ethical and sustainable shopping, and augmented reality shopping experiences. On the business side, five key models emerged: omnichannel integration, direct-to-consumer (DTC) approaches, platform-based marketplaces, dropshipping, and the increasing use of AI and automation. These findings align with current literature and highlight the critical role of technological innovation and sustainability in shaping the future of e-commerce. The results underscore the importance of businesses adopting new technologies and sustainable practices to meet evolving consumer expectations. The study highlights the need for e-commerce platforms to leverage AI and blockchain to enhance customer experiences and streamline operations. Additionally, businesses should focus on integrating mobile and social commerce strategies while maintaining ethical and sustainable standards to stay competitive in the evolving digital marketplace.