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Digital platforms and retail transformation

Research project
Active research
Project period
2021 - 2025
Project owner
Centre for Retailing, Department of Business Administration, School of Business, Economics and Law

Financier
Handelns forskningsstiftelse i Göteborg

Short description

Retailing is undergoing an extensive structural transformation due to digitalization, which entails major changes within the industry. This development encompasses consumer behaviors, business models and market dynamics. From the initial emergence of online retailing via a more general transformation of the industry as a result of digitalization, the contemporary retail landscape is also increasingly characterized by digital platforms. While their presence and impact, thus far, vary in different international markets – ranging from dominant to still niche – digital platforms are increasingly important in the retail industry and warrant sufficient scholarly attention. This project explores the emergence, development and effects of digital platforms and includes questions that address consumer behaviors, business models and market changes.