Exploring the Effects of Digital Transformation on the Post-Pandemic Retail Industry: A Systematic Literature Review

Diana. PARASCHIV

doi:10.2478/picbe-2026-0076

.blurhash-client-img { display: none !important; }

Exploring the Effects of Digital Transformation on the Post-Pandemic Retail Industry: A Systematic Literature Review

Proceedings of the International Conference on Business Excellence

Volume 20 (2026): Issue 1 (July 2026)

By: Diana. PARASCHIV

Open Access

|Jul 2026

Abstract

Digital transformation has profoundly reshaped the retail sector during the last decade. Retail evolved from a predominantly physical industry into a hybrid ecosystem characterized by platform-based models and omnichannel strategies. The COVID-19 pandemic further accelerated the transition, acting as a major external shock. It forced retailers to rapidly adopt digital solutions to maintain operations and respond to changing consumer behaviors. Understanding the evolution of retail business model is critical, as firms must adapt to remain competitive while maintaining profitability and consumer loyalty. This study explored the influence of digital transformation on contemporary retail business models through a Systematic Literature Review (SLR) guided by the PRISMA framework. Analysing 67 peer-reviewed articles published between 2020 and 2026 retrieved from the Web of Science database, the research identifies key trends in post-pandemic retail. The findings indicate that the pandemic catalysed the shift towards seamless omnichannel retailing and contactless commerce, making digital adoption a matter of survival rather than strategic choice. The review highlights that business model innovation is essential for organisational resilience. As the firms integrate online and offline capabilities, they achieve greater operational flexibility and efficiency. Furthermore, the study demonstrates that technological integration, specifically through AI, IoT and blockchain, supports sustainability by minimizing waste and enabling circular economy practices. This research provides an overview of how digital transformation drives value creation, resilience and environmental responsibility in the global retail landscape.

References

Allagiannis, I., Zimmermann, R., Chowdhury, S., Brandtner, P., & Auinger, A. (2025). The effects of COVID-19 pandemic on business model elements: Insights from Greek micro and small retailers. Journal of General Management. https://doi.org/10.1177/03063070251333611
Search in Google Scholar Back to article
Baldivia, M., & Chowdhury, S. (2024). Adapting business models in the age of omnichannel transformation: Evidence from small retail businesses in Australia. Journal of Theoretical and Applied Electronic Commerce Research, 20(1). https://doi.org/10.3390/jtaer20010001
Search in Google Scholar Back to article
Barbosa, J., & Casais, B. (2022). The transformative and evolutionary approach of omnichannel in retail companies: Insights from multi-case studies in Portugal. International Journal of Retail & Distribution Management, 50(7), 799–815. https://doi.org/10.1108/IJRDM-12-2020-0498
Search in Google Scholar Back to article
Davenport, T. H., Guha, A., Grewal, D., & Bressgott, T. (2020). How artificial intelligence will change the future of marketing. Journal of the Academy of Marketing Science, 48, 24– 42. https://doi.org/10.1007/s11747-019-00696-0
Search in Google Scholar Back to article
de Reuver, M., Sørensen, C., & Basole, R. C. (2018). The digital platform: A research agenda. Journal of Information Technology, 33(2), 124–135. https://doi.org/10.1057/s41265-016-0033-3
Search in Google Scholar Back to article
Ean, D., & Rambe, P. (2022). The digital transformation of food and grocery retailing under the COVID- 19 pandemic: A case of major South African retailers. Retail and Marketing Review, 18(1), 59–75.
Search in Google Scholar Back to article
Gupta, B. B., Gaurav, A., & Panigrahi, P. K. (2023). Analysis of retail sector research evolution and trends during COVID-19. Technological Forecasting and Social Change, 194, 122671. https://doi.org/10.1016/j.techfore.2023.122671
Search in Google Scholar Back to article
Gusenbauer, M., & Haddaway, N. R. (2020). Which academic search systems are suitable for systematic reviews or meta-analyses? Evaluating retrieval qualities of Google Scholar and PubMed. Research Synthesis Methods, 11(2), 181–217. https://doi.org/10.1002/jrsm.1378
Search in Google Scholar Back to article
Hagberg, J., Sundstrom, M., & Egels-Zandén, N. (2016). The digitalization of retailing: An exploratory framework. International Journal of Retail & Distribution Management, 44(7), 694– 712. https://doi.org/10.1108/IJRDM-09-2015-0140
Search in Google Scholar Back to article
Heins, C. (2023). The impact of COVID-19 on the grocery retail industry: Innovative approaches for contactless store concepts in Germany. Foresight, 25(3), 349–366. https://doi.org/10.1108/FS-02- 2021-0042
Search in Google Scholar Back to article
Hu, L. Y., & Ji, J. (2025). Efficiency or novelty? The impact of business models on digital transformation magnitude and speed. Business Process Management Journal. https://doi.org/10.1108/BPMJ-05- 2025-0711
Search in Google Scholar Back to article
Joshi, V., Baral, S. K., Pitke, M., & Dwyer, R. J. (2023). Retailing and e-commerce riding on technology: Augmented reality and virtual reality. Augmented and Virtual Reality in Industry 5.0, 2, 127– 145. https://doi.org/10.1515/9783110790146-006
Search in Google Scholar Back to article
Melacini, M., Perotti, S., Rasini, M., & Tappia, E. (2018). E-fulfilment and distribution in omni-channel retailing: A systematic literature review. International Journal of Physical Distribution & Logistics Management, 48(4), 391–414. https://doi.org/10.1108/IJPDLM-02-2017-0101
Search in Google Scholar Back to article
Nazir, H., & Fan, J. Q. (2024). Revolutionizing retail: Examining the influence of blockchain-enabled IoT capabilities on sustainable firm performance. Sustainability, 16(9). https://doi.org/10.3390/su16093534
Search in Google Scholar Back to article
Neiberger, C., Mensing, M., & Kubon, J. (2020). Geographical retail research in the age of digitization: An inventory. Zeitschrift für Wirtschaftsgeographie, 64(4), 197–210. https://doi.org/10.1515/zfw- 2019-0018
Search in Google Scholar Back to article
Ou, T. Y., Lin, G. Y., Liu, C. Y., & Tsai, W. L. (2021). Constructing a sustainable and dynamic promotion model for fresh foods based on a digital transformation framework. Sustainability, 13(19). https://doi.org/10.3390/su131910687
Search in Google Scholar Back to article
Page, M. J., McKenzie, J. E., Bossuyt, P. M., Boutron, I., Hoffmann, T. C., Mulrow, C. D., & Moher, D. (2021). The PRISMA 2020 statement: An updated guideline for reporting systematic reviews. BMJ, 372, n71. https://doi.org/10.1136/bmj.n71
Search in Google Scholar Back to article
Palmié, M., Miehé, L., Oghazi, P., Parida, V., & Wincent, J. (2022). The evolution of the digital service ecosystem and digital business model innovation in retail: The emergence of meta-ecosystems and the value of physical interactions. Technological Forecasting and Social Change, 177, 121496. https://doi.org/10.1016/j.techfore.2022.121496
Search in Google Scholar Back to article
Reinartz, W., Wiegand, N., & Imschloss, M. (2019). The impact of digital transformation on the retailing value chain. International Journal of Research in Marketing, 36(3), 350– 366. https://doi.org/10.1016/j.ijresmar.2018.12.002
Search in Google Scholar Back to article
Risberg, A. (2023). A systematic literature review on ecommerce logistics: Towards an e-commerce and omni-channel decision framework. The International Review of Retail, Distribution and Consumer Research, 33(1), 67–91. https://doi.org/10.1080/09593969.2022.2089903
Search in Google Scholar Back to article
Shekarian, N., Ramirez, R., & Khuntia, J. (2023). Resilience through operational flexibility for crisis response: An international investigation of firm responses during COVID-19. Aslib Journal of Information Management, 75(6), 1253–1279. https://doi.org/10.1108/AJIM-04-2022-0204
Search in Google Scholar Back to article
Sorescu, A., Frambach, R. T., Singh, J., Rangaswamy, A., & Bridges, C. (2011). Innovations in retail business models. Journal of Retailing, 87(Suppl. 1), S3– S16. https://doi.org/10.1016/j.jretai.2011.04.005
Search in Google Scholar Back to article
Su, X. F., Xie, G. H., Huang, M. J., Jiang, X. L., & Zheng, Q. J. (2025). How does digital transformation influence organizational resilience in the VUCA environment: The role of incremental innovation and radical innovation. Environment, Development and Sustainability. https://doi.org/10.1007/s10668-025-06986-8
Search in Google Scholar Back to article
Verhoef, P. C., Reinartz, W. J., & Krafft, M. (2021). Digital transformation: A multidisciplinary reflection and research agenda. Journal of Business Research, 122, 889– 901. https://doi.org/10.1016/j.jbusres.2019.09.022
Search in Google Scholar Back to article
Vial, G. (2021). Understanding digital transformation: A review and a research agenda. Journal of Strategic Information Systems, 28(2), 118–144. https://doi.org/10.1016/j.jsis.2019.01.003
Search in Google Scholar Back to article
Wamba, S. F., Gunasekaran, A., Akter, S., Ren, S. J. F., Dubey, R., & Childe, S. J. (2017). Big data analytics and firm performance: Effects of dynamic capabilities. Journal of Business Research, 70, 356– 365. https://doi.org/10.1016/j.jbusres.2016.08.009
Search in Google Scholar Back to article
Wang, J. C., Hung, Y. C., & Santoso, H. B. (2024). How ESL devices transform into connected label solutions: A perspective of actor interaction and information rebundling. NTU Management Review, 34(3), 229–286. https://doi.org/10.6226/NTUMR.202412_34(3).0006
Search in Google Scholar Back to article
Yang, S., Song, Y., & Tong, S. (2017). Sustainable retailing in the fashion industry: A systematic literature review. Sustainability, 9(7), 1266. https://doi.org/10.3390/su9071266
Search in Google Scholar Back to article
Yang, Y. P., Chen, H. M., & Liang, H. J. (2023). Did new retail enhance enterprise competition during the COVID-19 pandemic? An empirical analysis of operating efficiency. Journal of Theoretical and Applied Electronic Commerce Research, 18(1), 352–371. https://doi.org/10.3390/jtaer18010019
Search in Google Scholar Back to article

Articles in this issue

DOI: https://doi.org/10.2478/picbe-2026-0076 | Journal eISSN: 2558-9652

Journal RSS Feed

Language: English

Page range: 992 - 1001

Published on: Jul 20, 2026

Published by: Bucharest University of Economic Studies

In partnership with: Paradigm Publishing Services

Publication frequency: 1 issue per year

Keywords:

retail,

digital transformation,

business mode,

e-commerce,

omnichannel

Related subjects:

Business and economics,

Political economics,

Political economics, other,

Business management,

Business management, other,

Industrial chemistry,

Energy harvesting and conversion

© 2026 Diana. PARASCHIV, published by Bucharest University of Economic Studies
This work is licensed under the Creative Commons Attribution-NonCommercial-NoDerivatives 4.0 License.

Volume 20 (2026): Issue 1 (July 2026)