E-commerce is a business model that allows organizations to explore global markets. The objective of this study is to identify all the key points involved in e-commerce business, along with several sub-themes related to e-commerce, namely the concept of e-business and e-marketing. Next, it was noted that e-commerce could express the connections between many purchase actors but is mainly used through the B2C model. The adoption of e-commerce is linked to different internet techniques and tools, which has several advantages and risks. This study also highlights the connections of e-commerce with globalization, e-marketplaces, and platforms. Finally, the authors present the KPIs in terms of sales, marketing, and customer service that the e-sellers should take into account when they are defining the e-commerce strategy and the age segmentation criteria that must be used to create homogeneous groups of e-buyers.

Digital transformation in the retail industry has led to significant changes in the way that point-of-sale (POS) systems operate. In the artificial intelligence (AI) era, POS systems have become increasingly intelligent and sophisticated helping retailers to improve efficiency, increase customer satisfaction, and boost sales. AI-powered POS systems use machine learning algorithms to analyze customer data and make intelligent recommendations about products and services. An AI-powered POS system might be able to analyze a customer's purchase history and suggest related products that the customer might be interested in. Another aspect of digital transformation in the retail industry has been the integration of POS systems with other technologies, such as mobile devices, the internet of things (IoT), and augmented reality technology (ART). This has enabled retailers to create an efficient shopping experience and provide access to a wider range of products and services. Request access from your librarian to read this chapter's full text.

Neuromarketing, a controversial field that integrates neuroscience and marketing principles, explores the mechanisms that influence consumer behavior. This systematic review examines the role of emotions and senses in consumer decision-making by drawing insights from 16 empirical studies that employ neuromarketing techniques. The focus is on emotions and senses as pivotal influencers in consumer decision-making. The amalgamation of these findings underscores the profound impact of emotions on shaping consumer perceptions, brand preferences, and purchasing decisions. Moreover, sensory stimuli encompassing sight, smell, taste, touch, and hearing have emerged as instrumental factors in steering consumer behavior. These stimuli evoke emotions and trigger memories, leaving behind enduring impressions. The review underscores that marketers gain invaluable insights into the subtleties of these unconscious influences by leveraging neuromarketing techniques. With this knowledge, marketers can develop more effective marketing strategies to drive sales and foster stronger customer relationships.