Introduction
E-commerce platforms play a major role in growth of retail sector within the fashion industry. For consumers, e-commerce provides unparallel choice and convenience. The research will shed light on E-commerce growth within the retail sector.
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Aim: The aim of the study is “To analyse the impacts of E-commerce on the productivity of retail sector within UK”.
Objective
- To understand the current trends and digital payment innovations of E-commerce within retail sector
- To identify the different types of E-commerce platforms used within UK retail sector.
- To assess the impact of e-commerce platforms on the growth and productivity of retail sector within UK.
- To recommend the competent e-commerce strategies that boosts productivity of retail sector in UK.
Research Question
- What are the current trends and digital payment innovations of E-commerce within retail sector?
- What are different types of E-commerce platforms used within UK retail sector?
- What the impact of e-commerce platforms on the growth and productivity of retail sector within UK?
Research Rationale
The rapidly increasing e-commerce has disrupted whole retail sector traditionally, increasing concern related to impact on the sustainability, competitiveness and productivity. The retailers face different challenges like as integration of innovations of digital payment, optimization of supply chain and changing preferences of consumers. The E-commerce boosts the market reach and effectiveness, different retailer face challenges to adapt the emerging trends. Understanding the different trends can put affect the overall productivity plays a major role.
Literature Review
Introduction
Literature review is asserted as the part of academic writing which evaluates about the major specific context. Various point of views of author evaluated while conducting the effective review and conclusion has been developed.
Theme 1: Understand current trends and digital payment innovations of E-commerce within retail sector
As per the view of Nodirovna, et al, (2024) the developing e-commerce has changed the overall retail sector, along with the driving novel trends, shifting consumer behavior and technological development. However, Goyal et al, (2019) stated that major trends developing the E-commerce involve the AI for the mobile commerce, omni channels retailing and customize shopping experience. The recommendations driven by AI boost the retention, sales, consumer engagement. The strategies of the Omni channel increase the digital platforms integration with the physical stores. On the other hand, apart from the developed, there is different challenge remaining.
Based on the Singh and Vijay, (2024) the omni channels strategies boosts the convenience but these needs the major investment within the logistics and technology. This might be challenging for the different small retailers. The increase in the shopping based on the social commerce through platforms of social media has offered lower cost and alternative digital entry. The developing trends related to the ethical and sustainable trends pose major threats. Apart from increasing awareness, the different retailers face issues to managing the cost effectiveness with the sustainability.
Theme 2: Identify types of different types of E-commerce platforms used within UK retail sector
In accordance with the Rita and Ramos (2022) E-commerce platforms are important in developi0ng the growth within the retail sector via offering the digital tools for the businesses to boost operational effectiveness, consumer experience and market reach. The mainly utilized the platforms of E-commerce within the retail sector are subscription-based platforms, social commerce platforms and market place platforms, The market places like Marks and spacers, Zara and H&M focuses on the e-commerce international via providing the access to retailers to boost the operational effectiveness and extensive base for the consumers. The businesses offer benefits from the visibility of the marketplace and developed the sales. However, as per the view of Kleisiari et al, (2021) the limited control and high commission fees control the consumer data and branding is the major loophole. This is mainly creating the businesses more relied on the platforms of the third party. The major retailers boost the websites by making use of the Magneto, Woo Commerce and shoplift. This is permitting for major control over consumer engagement, pricing and over branding.
On the critical note, Tran (2021) the platforms need the major investment within the digital marketing, cyber security and website development to retain and appeal the consumers. The increasing in the platforms of the social media such as Tik Tok shop, facebook marketplace and Instagram shop has been important as tools within E-commerce. The effective platforms can efficiently integrate the effective platforms for shopping which work efficiently within the social media. This is using the user engagement for the effective growth within the sales. On the other hand, Purnomo (2023) said that the major dependency on the algorithm and limitation within the customization of website might affect the business scalability based on long term. This can mainly put impact on the major aspects of the E-commerce.
Theme 3: Impact of e-commerce platforms on the growth and productivity of retail sector within UK
E-commerce platforms mainly developed the overall productivity within the retail sector via decreasing prices, expanding the reach of market and streamline the operations. Kinda (2019) states that the automation within the chat bots powered by AI and inventory management is for the consumer services developed the effectiveness. This is mainly permitting the businesses to manage the decreased in interventions along with the higher volumes of order. The platforms of e- commerce boost the productivity via the targeted marketing and data driven insights. The E-commerce platforms overall develop the productivity gains within the emerging retail sector.
However, Kinda (2019) articulates that excessive dependency on the automation mainly leads to the affect interactions of consumer and depersonalized as well. This can put affect the loyalty of brand among the consumers. The different challenges include the developed fraud risks and cyber security threats have developed the consumers and retailer’s concern. This is demanding for the ongoing investment within the measures of security. The e-commerce increases the productivity but make the dependency on the providers of third party like as Marks and spacers. While, these platforms boost the substantial achievements of productivity within the overall retail sector and this plays a key role. The major challenges involve the market reliance, cyber security concerns are key aspect.
Theories/business models: The different business theories and models showcases the how to contribute E-commerce within the growth sector of retail. The business models involve the (B2B) Business to business, (B2C) Business to consumer, (DTC) direct to consumer and (C2C) consumer to consumer. This is utilized by the fashion retailer such as Marks and Spencer, H&M and Zara. While other fashion retailer’s use the platforms of the B2B to boost the wholesales transactions. As per the porter’s value chain model, the e-commerce effectively boosts the value creation via the consumer services, marketing and logistics (Porter's Value Chain, 2024). The online retailers majorly optimize the outbound and inbound logistics by making use of the inventory management driven by AI. The strategies of the digital marketing boost the sales and customize the consumer experience. TAM (Technology acceptance model) focuses on the perceived usefulness and easy to use (Technology acceptance model, 2024). The customers are mainly utilizing the platforms when they know that these are beneficial and convenient as well.
Data Source
The current research methodology is based on research union model to effectively structure the analysis, data collection and approach of study.
|
Research layer |
Description |
|
Research philosophy |
There are two types of research philosophy and those are-interpretivism and positivism. In current context researcher will use positivism philosophy as this ensures about the empirical and measurable analysis of impact and trends of e-commerce. |
|
Research approach |
There are two types of approaches deductive and inductive, the approach lies on the carried out investigation. In the current research will utilize the deductive approach. As, this utilizes the existing literature and models to evaluate the e-commerce impacts on the productivity within retail (Liang et al, 2020). |
|
Research strategy |
The research strategies are exploratory and descriptive. The current research is based on the descriptive because it increases the better understanding of topic. |
|
Methodology choice |
Mono method (Quantitative): The study emphasizes on the evaluating numerical information from the case studies, stastical data base and industry reports (Birkle et al, 2020). |
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Time horizons |
Cross sectional: the effective research evaluates the impacts and trends of e-commerce within the major point. |
|
Technique and processes |
Probability sampling and secondary research: The research bases the data sources related to the secondary like as government statistics, industry paper and market reports. |
Theme 4: Indentifying and critically reflecting on the 5 personal and professional skills
World of business has changed because of the change in consumer expectations, development in globalisation and technology. The increase in digital transformation, automation, artificial intelligence and e-commerce has developed the industries. Personal skill is about the attributes which can boost the ability of individual to manage the challenges and communicate in effective manner (Suryani et al, 2022). The personal skills are competencies based on the job specific which can contribute in the success of organisation. This includes the digital literacy, leadership, data analytics and financial management. The E-commerce has changed the overall fashion industry via developing the payment system, supply chain operations and consumer behaviour. The major challenge is impact of the growth of the e-commerce within the digital payment innovation and trends as well.
E-commerce and digital literacy skills: The E-commerce within the overall fashion industry mainly developed through the digital technologies to supply chain transparency with the block chain to customisation powered by AI (Islami, 2019). In order to be in the competition, needs to boost the data analytics, digital marketing and e-commerce platforms. Without the skills, I can face the issues in applying the solutions of the digital payment, boost consumer engagement and optimise the online sales.
Data driven decision making skill: The increase in the big data and AI within the fashion industry is based on the managers needs to use the consumer insights related to the effective decision making (Parianom et al, 2022). Through understanding the inventory management, pricing strategies and consumer behaviour via the data analytics would boost the effectiveness. On the other hand, without the skill, I might face increase the risk in developing the uniformed options which can lead to poor experience of the consumers and financial losses.
Leadership and change management: The quick shifting E-commerce needs the effective adaptability and strong leadership as well (Leadership and change management, 2024). As manager, I require to focus on the teams via making sure about the effective change in the business models and new technologies. On the other hand, without the efficient leadership, the change resistance can affect the growth of organisation and innovation.
Digital payments and financial acumen: The overall fashion industry boost the dependency on the innovations related to the digital payments such as mobile wallets, BMPL (Buy now pay later) and crypto currency (Sariwulan et al, 2020). In order to manage the financial risks and profitability, require the efficient pricing strategies, cost control and fintech adoption as well. However, without the skills, I face the issue to makes sure about the effective payment processes and profitability within the retail environment of Omnichannel.
Personalisation and consumer experience: The expectations of the consumer within the developing e-commerce fashion industry are rapidly developing, along with the needs of seamless experience of omni channel and hyper personalisation. As a manger, I need to boost the proficiency in the CRM (consumer relationship management), personalisation driven by AI and UX/UI design. On the critical note, if failure to do can increase the weak loyalty within the brand and poor retention of consumers.
Personal development plan
|
No |
Skills |
How will this skill help? |
The action I will take to achieve the goal/resources |
Achievements |
|
1 |
Digital literacy & e-commerce |
Effective understanding the automation, digital marketing and online sales is important to manage the experience of consumers within the fashion industry. |
Eroll within the e-commerce courses and digital marketing (Coursera and Google digital garage) Achieve the experience which is hands on with the WooCommerce, Magento and Shopify Attend the webinars and industry conferences |
Completed the course online related to the digital marketing Achieved shopify’s basic experience Attended fashion e-commerce’s one webinar By the 3rd of Sep in 2025 |
|
2 |
Data driven decision making |
Offers help in developing marketing strategies, optimising inventory and informed decision of business on the purchasing behaviour and consumer insights (Diseiye et al, 2024). |
Learn about the data analytics tools such as Tableau, power Bi and Google analytics. Take the retail analytics online courses |
Done traning within the Google analytics Analysed using the insights of data within the scenarios of decision making |
|
3 |
Leadership and change management |
Permits the team’s efficient management at the time of leading e-commerce innovation, managing change resistance and digital transformation |
Have the leadership training related to the change management models Gain experience related e-commerce Study successfully about the strategies of digital transformation within the fashion retail |
Done leadership training Developed skills related to the conflict resolution via the practical exercises Led the different projects within the environment of online retail By 3rd sep, 2025 |
|
4 |
Digital payments and financial Acumen |
This offers help in applying the digital payment solutions, pricing strategies and managing the prices such as crypto currency and BNPL within the fashion industry |
Have the online courses related to the finance specialising within the digital payments and e-commerce Work on the projects of the financial data |
Achieved basic understanding of the digital wallets and BNPL Completed course related to the introducer finance By 3rd of September, 2025 |
|
5 |
Consumer experience and personalisation |
Important for developing satisfaction and consumer retention via the omnichannel strategies, CRM tools and personalisation driven by AI |
Learn to utilise the tools of CRM such as HubSpot and Sales force Study psychology of consumers and shopping behaviours based on the online |
Gained basic expertise within tools of CRM Implemented customisation techniques related to the AI within the test project By the 3rd of September, 2025 |
Conclusion
The developing growth related to the E-commerce within the emerging fashion industry showcases the major opportunities and challenges. In order to efficiently maintain the digital transformation, there is need to develop the proficiency within the consumer experience, financial acumen, leadership, data analytics and digital transformation. The action plan also makes sure about acquiring the important skills via ongoing industry engagement, practical implementation and structured learning as well. By taking the effective steps can makes sure about he fashion landscape developed by the dynamic e-commerce.
Refrences
Books and journals
Birkle, C., Pendlebury, D.A., Schnell, J. and Adams, J., 2020. Web of Science as a data source for research on scientific and scholarly activity. Quantitative Science Studies, 1(1), pp.363-376.
Diseiye, O., Ukubeyinje, S.E., Oladokun, B.D. and Kakwagh, V., 2024. Emerging technologies: Leveraging digital literacy for self-sufficiency among library professionals. Metaverse Basic and Applied Research, (3), p.2.
Goyal, S., Sergi, B.S. and Esposito, M., 2019. Literature review of emerging trends and future directions of e-commerce in global business landscape. World Review of Entrepreneurship, Management and Sustainable Development, 15(1-2), pp.226-255.
Islami, N.N., 2019, March. The effect of digital literacy toward enterpreneur behaviors through students’ intention enterpreneurship on Economics Education Study Program at Jember. In IOP Conference Series: Earth and Environmental Science (Vol. 243, No. 1, p. 012084). IOP Publishing.
Kinda, M.T., 2019. E-commerce as a Potential New Engine for Growth in Asia. International Monetary Fund.
Kleisiari, C., Duquenne, M.N. and Vlontzos, G., 2021. E-Commerce in the Retail Chain Store Market: An Alternative or a Main Trend?. Sustainability, 13(8), p.4392.
Liang, J., Hu, D. and Feng, J., 2020, November. Do we really need to access the source data? source hypothesis transfer for unsupervised domain adaptation. In International conference on machine learning (pp. 6028-6039). PMLR.
Nodirovna, M.S. and Sharif oʻg‘li, A.S., 2024. E-Commerce Trends: Shaping The Future of Retail. Open Herald: Periodical of Methodical Research, 2(3), pp.46-49.
Parianom, R., Arrafi, I. and Desmintari, D., 2022. The impact of digital technology literacy and lifeSkills on poverty reduction. Devotion: Journal of Research and Community Service, 3(12), pp.2002-2007.
Purnomo, Y.J., 2023. Digital marketing strategy to increase sales conversion on e-commerce platforms. Journal of Contemporary Administration and Management (ADMAN), 1(2), pp.54-62.
Rita, P. and Ramos, R.F., 2022. Global research trends in consumer behavior and sustainability in E-Commerce: A bibliometric analysis of the knowledge structure. Sustainability, 14(15), p.9455.
Sariwulan, T., Suparno, S., Disman, D., Ahman, E. and Suwatno, S., 2020. Entrepreneurial performance: The role of literacy and skills. The Journal of Asian Finance, Economics and Business, 7(11), pp.269-280.
Singh, S. and Vijay, T.S., 2024. Technology roadmapping for the e-commerce sector: A text-mining approach. Journal of Retailing and Consumer Services, 81, p.103977.
Suryani, U., Abdinagoro, S.B., Arief, M.A. and Hamsal, M., 2022, February. Impact of digital literacy and market orientation through e-commerce adoption on the MSME performance moderated by O2O business adoption. In Proceeding of the International Conference on Family Business and Entrepreneurship (Vol. 2, No. 1).
Tran, L.T.T., 2021. Managing the effectiveness of e-commerce platforms in a pandemic. Journal of Retailing and Consumer Services, 58, p.102287.
Visser, M., Van Eck, N.J. and Waltman, L., 2021. Large-scale comparison of bibliographic data sources: Scopus, Web of Science, Dimensions, Crossref, and Microsoft Academic. Quantitative science studies, 2(1), pp.20-41.
Online
Leadership and change management, 2024. Online. Available through https://economictimes.indiatimes.com/jobs/c-suite/leadership-and-change-management-navigating-organizational-transitions/articleshow/104630912.cms?from=mdr
Porter's Value Chain, 2024. Online. Available through https://www.ifm.eng.cam.ac.uk/research/dstools/value-chain-/
Technology acceptance model, 2024. Online. Available through <https://www.sciencedirect.com/topics/social-sciences/technology-acceptance-model>
Data Source
