Online Retail Marketing Strategy: Foundations and Consumer Experience is a study that examines the strategic decision-making processes in online retail together with the multi-layered nature of consumer experience. The digital retail environment transforms the ways in which firms create value not only through cross-channel integration or technological infrastructure, but also through the shaping of consumer perceptions, the design of interaction experiences, and the construction of brand identity. In this respect, the volume systematically demonstrates how strategic orientations intersect with digital consumer experience and how the core components of retail strategy are redefined under contemporary competitive conditions.

In the book, discussions on e-commerce business models and digital strategic positioning are presented in connection with processes related to online consumer behavior. Strategic components such as digital brand identity building, search engine marketing, dynamic pricing mechanisms, and mobile commerce design are addressed from the perspectives of enhancing consumer experience, strengthening loyalty, and increasing long-term customer value. Additionally, contemporary topics including fintech-based payment systems, data privacy, and cybersecurity are evaluated in terms of ensuring experiential security and sustaining trust relationships in digital contexts. Highlighting the decisive role of consumer experience in the success of online retail strategies within data-driven digital markets, this work brings together contributions from scholars specialized in the field and serves as both an academic reference and a practical guide for researchers, practitioners, and students.