E-Commerce Trends and Consumer Behaviour: A Systematic Review and Future Research Directions

Author(s)	Dr. Manjulata Sao, Mr. Saurabh Kumar Sahu, Mrs. Meeta Chugh, Dr. Vaibhavshankar Soni
Country	India
Abstract	The global retail landscape has been fundamentally reshaped by the rapid evolution of e-commerce, creating a dynamic and complex ecosystem. This paper provides a systematic review of contemporary academic and industry literature to synthesize the key trends in e-commerce and analyze their profound impact on consumer behaviour. It examines the mobilization of commerce through smartphones, the rise of social commerce and AI-driven personalization, the growing influence of sustainability concerns, and the emergence of immersive technologies like augmented reality. The analysis concludes that the modern consumer journey has transformed from a linear, transactional process into a non-linear, experiential, and value-driven pathway. Success in this new paradigm requires businesses to adopt an integrated strategy that seamlessly blends technological capability with a deep understanding of shifting consumer psychographics, emphasizing convenience, community, personalization, and ethical alignment.
Keywords	E-commerce, consumer behaviour, m-commerce, social commerce, artificial intelligence, personalization, sustainability, augmented reality.
Field	Business Administration
Published In	Volume 7, Issue 6, November-December 2025
Published On	2025-12-05
DOI	https://doi.org/10.36948/ijfmr.2025.v07i06.61700

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