This chapter examines how digitalisation reshapes consumer behaviour, organisational structures, and marketing strategies through both theoretical and practical perspectives. It first explores the motivations and emerging roles of the digital consumer, including hedonic and utilitarian drivers, multi-channel information seeking, the “prosumer” identity, and the rise of trust-oriented consumer profiles. The chapter emphasises that digitalisation is not merely a technological adaptation but also a profound cultural and socio-economic transformation. Drawing on Alvin Toffler’s “Third Wave” framework, this discussion examines the impact of the information society on production, consumption, and social structures. Within the vision of Industry 5.0, the importance of human–machine collaboration, personalisation, and sustainability is highlighted.

The chapter also illustrates the transformation of consumer experiences through contemporary cases such as Sephora’s My Sephora Storefront, Ralph Lauren’s Ask Ralph AI stylist, and IKEA’s Loop Kitchen initiative. These examples reveal that digital transformation extends beyond technology adoption, influencing identity construction, trust perception, and cultural values. In conclusion, the study argues that digitalisation leads to a paradigm shift across a broad spectrum—from individual consumer behaviours to corporate business models—and underlines the necessity for both consumers and organisations to approach this transformation with strategic and cultural perspectives.