Digital Transformation in Retail: A Systematic Review of Consumer Motivation for 1-Click Shopping Adoption

Abstract

With the increasing number of internet users, online shopping has become a new trend in shopping. For availing the benefits of untapped opportunities, e-retailers have to know “Why consumers are shifting from traditional brick-and-mortar to 1-click shopping?” In this study, the author attempts to find out the factors that motivate consumers to shift from traditional retail stores to online shopping channels. A total of 54 relevant publications published between 1997 and 2024 were first found using databases such as Google Scholar, Emerald Insight, and ResearchGate. After applying relevance criteria, 41 articles were selected for the final analysis. The review adheres to the systematic technique described by Moher et al. (2009). According to the findings, people are increasingly lured to 1-click shopping for its convenience, time efficiency, competitive price, and the ability to access chosen brands and items instantly, anytime, and from anywhere. Although the research incorporates literature from many nations, this broad breadth provides for a more thorough knowledge of global consumer behavior trends, which is significant in influencing domestic and international retail. This article also discusses the managerial implications of the research and its future aspects.