Artificial Intelligence and Digitization in Modern Commerce: Perceptions, Impacts and Implications across E-commerce, Retail, Wholesale and Logistics

Abstract

The rise of digitization and artificial intelligence (AI) has reshaped commerce, redefining processes, customer engagement and business models across multiple sectors. This study explores how AI is integrated into e-commerce, retail, wholesale and logistics and examines the perceptions of professionals and consumers toward these technologies. Data was gathered from 200 participants using structured questionnaires, supplemented by secondary sources. Findings indicate that AI has enhanced operations—through recommendation systems, chatbots and predictive analytics—and improved user experiences. Digital payments were found to be convenient by the majority, but privacy concerns and fear of job losses were evident. Small and Medium Enterprises (SMEs) identified financial constraints and lack of technical expertise as key barriers. Hypothesis testing confirmed that AI and digitization significantly impact commerce, especially e-commerce. The study highlights the importance of balancing innovation with ethics, security and sustainability, providing insights for stakeholders, policymakers and academia to navigate the digital transition effectively.