The Rise of E-commerce: Analyzing the Shift in Consumer Preferences and Its Impact on Traditional Retailers
Guo Yuqiao

SOKA University，Hachioji City, Tokyo，1928577；

Abstract: This article delves into the transformation of consumer preferences in the context of the rise of e-commerce, including new demands for shopping convenience, product diversity, and price comparison. By combining theoretical analysis with real-world case studies, it examines how these changes impact traditional retailers in terms of market share, marketing models, and customer relationship management. The article also offers strategic recommendations for traditional retailers to address the challenges posed by e-commerce.

Key words: e-commerce; consumer preference; traditional retailer; market influence

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