In the accelerating era of digital transformation, the online retail ecosystem not only reshapes consumers’ shopping practices but also brings fundamental changes to how firms formulate strategy, manage operations, and generate value. This book adopts a comprehensive perspective on the multi-layered structure of online retail marketing, offering a broad analytical framework that spans from AI-driven data analytics to omnichannel experience design, and from social commerce ecosystems to logistics and financial management models. Each chapter is authored by scholars with expertise in the field, carefully balancing theoretical grounding with practical insights.

Comprising ten chapters written by subject-matter experts, the volume explores how AI-based recommendation systems personalize the customer journey; how the integration of online and offline touchpoints strengthens customer engagement and loyalty; the role of user-generated content in building brand credibility and corporate reputation; and how social networks, community-based economies, and micro-influencer models are reshaping the retail value chain. Additionally, the book examines cross-border micro-export opportunities, cost structures unique to digital business models, and the mechanisms of environmental sustainability and ethical sourcing in contemporary retail environments. The final chapter addresses future-oriented transformation scenarios such as the Metaverse, Web 3.0, and tokenized commerce, providing readers with a forward-looking strategic perspective. In this respect, the book serves as both a conceptual guide and a decision-support resource for researchers, practitioners, and students engaged in the study and management of digital retail systems.