Online retail and consumer behavior: mutual influence

The article examines the theoretical aspects of consumer behavior and its changes due to the influence of various factors. It examines the actions of manufacturers in the context of rapidly changing trends and provides examples of companies that have successfully built relationships with customers. It analyzes changes in the behavior of different age groups and their commitment to certain retail chains. Particular attention is paid to the influence of marketplaces on consumer behavior. The relevance of the research topic lies in the fact that the dynamism of the modern world and digital technologies has naturally influenced and directly affected consumer behavior. Today, consumers prefer other ways of purchasing goods, unlike those that were 5-10 years ago. According to the current state and capabilities of the e-commerce market, buyers are actively making purchases through online services, while striving to spend their money more rationally, caring for both their health and the environment and ecology. They also began to trust reviews more than direct advertising. Based on the results of the study of changes in consumer behavior during the transition from direct channels to marketplaces, conclusions are formulated about changing consumer preferences, due to which companies are forced to adapt to new trends of the digital era.