A STUDY ON THE IMPACTS OF E - COMMERCE ON DOMESTIC RETAILERS WITH SPECIAL REFERENCE TO CHENNAI

The advent and rapid proliferation of e-commerce have ushered in transformative changes in the retail landscape, impacting domestic retailers across various dimensions. This research paper aims to comprehensively analyze the multifaceted impacts of e-commerce on traditional domestic retailers. Through an examination of pertinent literature, empirical data, and case studies, this study sheds light on the economic, technological, and social ramifications of e-commerce adoption by domestic retailers. The paper explores how e-commerce has altered consumer behaviour, redefined market dynamics, and introduced new challenges and opportunities for brick-and-mortar retailers. It also delves into the strategies employed by domestic retailers to adapt to the evolving retail ecosystem, emphasizing the significance of omnichannel approaches and technological integration. Furthermore, the paper addresses the implications of these changes on employment patterns, urban spaces, and regulatory frameworks. The method used here was the empirical method. The sampling method taken here was the convenient sampling method and the sample size was 200. The sampling frame was set within Chennai, Tamil Nadu. The dependent variables are level of awareness regarding the impacts of domestic retailers, major impacts faced by the retailers after the development of E-commerce business, main advantages of selling through e-commerce platforms compared to traditional retail channels, e-commerce has affected traditional brick-and-mortar retail stores in India and the independent variables are age, gender, educational qualification, salary and occupation. The research tools used here are simple bar charts, independent sample T test, univariate analysis of variance and correlation. By offering a comprehensive analysis of the impacts of e-commerce on domestic retailers, this research paper contributes to a deeper understanding of the dynamic interplay between traditional and online retail paradigms, while also providing insights into potential pathways for sustainable coexistence in the ever-evolving retail landscape.