Journal of Economics and Trade

The growth of e-commerce has transformed global retail, yet in emerging markets like India, traditional retail remains deeply entrenched, particularly in semi-urban and rural contexts. The study looks at how small, independent retailers are handling the challenges of e-commerce by choosing some digital tools and using both online and offline methods. The research uses surveys from 150 consumers and 45 retailers, along with interviews from 30 retail stakeholders, to gather information. It is clear from the findings that although UPI and WhatsApp are used widely for transactions, the use of software for managing inventories and CRM is still not common. Regression analysis shows that the size of a retailer, its digital skills, and the presence of competition from outside are important factors in deciding whether to adopt digital tools. People tend to buy electronics and fashion online, but they prefer to shop for groceries and health products in stores. The research uses elements from the Technology Acceptance Model (TAM), Technology-Organisation-Environment (TOE) framework, Theory of Planned Behaviour (TPB), and Disruptive Innovation Theory to describe how online and offline models are changing together. It opposes the idea of digital disruption having two sides, and instead suggests that retail evolves by mixing local traditions and adapting to the environment. The findings provide useful advice for policymakers, digital platform creators, and retailers dealing with India’s fast-changing commerce sector.