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@article{192198,
        author = {Kamlesh Kumar Meena},
        title = {Consumer Shift Toward Online Shopping and Its Impact on Local Markets},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {12},
        number = {9},
        pages = {910-912},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=192198},
        abstract = {The rapid expansion of online shopping has emerged as one of the most transformative forces in the modern retail landscape. Advancements in digital technology, widespread internet access, mobile commerce, and digital payment systems have significantly altered consumer purchasing behavior. Consumers increasingly prefer online platforms due to convenience, competitive pricing, variety, and personalized experiences. While this shift has improved consumer welfare and market efficiency, it has also created substantial challenges for local markets and traditional retail businesses. Declining footfall, revenue loss, employment displacement, and erosion of community-based market culture are some of the critical issues faced by local retailers. This research paper provides a detailed examination of the factors driving the consumer shift toward online shopping and critically analyzes its economic, social, cultural, employment, and environmental impact on local markets. The study further explores adaptation strategies adopted by local retailers and outlines policy measures required to ensure balanced, inclusive, and sustainable development of both online and offline retail sectors.},
        keywords = {Online shopping, E-commerce, Consumer behavior, Local markets, Retail transformation, Digital economy},
        month = {February},
        }