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@article{209652,
        author = {Prof. Madhukar Pandhrinath Aghav},
        title = {The Impact of E-Commerce Adoption on Consumer Buying Behaviour and Local Retailers},
        journal = {International Journal of Innovative Research in Technology},
        year = {2026},
        volume = {13},
        number = {5},
        pages = {2885-2887},
        issn = {2349-6002},
        url = {https://ijirt.org/article?manuscript=209652},
        abstract = {This paper investigates the profound shifts in consumer buying behaviour driven by accelerated e-commerce adoption and its subsequent economic impact on local brick-and-mortar retailers. Utilising a mixed-methods research design, the study analyses primary data collected via digital consumer surveys (N=200) alongside qualitative interviews with local business owners. The findings indicate a permanent shift toward omnichannel shopping, where convenience and algorithmic customisation dictate purchasing intent. Conversely, traditional local retailers face severe structural pressures but can mitigate revenue losses by integrating basic digital hyper-local delivery models. The paper concludes with strategic recommendations for small-scale merchants to remain competitive in a digital-first market.},
        keywords = {Algorithmic customisation, Consumer buying behaviour, Digital retail platforms, E-commerce adoption, Hyper-local delivery, Local storefronts, Omnichannel shopping, Structural pressures.},
        month = {October},
        }