DefinePK

Abstract

Businesses have various chances to extend their market reach and develop optimum operations as the e-commerce industry undergoes rapid transformation due to the changes brought on by digital technologies. However, online shoe retailers often constrain their business growth due to a lack of digital adoption, inefficient marketing strategies and inadequate data usage. This paper analyses the impact of digital technology on the flourishing online shoe-selling industry in Australia. This study particularly explores how the efficiency of e-commerce platforms, digital marketing techniques, customer data analysis, supply chain digitalization, and augmented reality implementation affects business expansion. Smart PLS was used to analyze the data collected through a structured questionnaire consisting of Likert scale items with selected online shoe seller. They highlight that out of the five digital attributes, all positively correlate with business growth, with customer data analytics having the strongest correlation. Further, platform efficiency with digital marketing strategies is the value maximization for customer engagement, where supply chain digitalization is value acceleration with augmented reality achieving operational effectiveness and consumer confidence. From a theoretical standpoint, this study advances our knowledge base on technology adoption theories and e-commerce literature by providing empirical evidence on the digital transformation of the footwear industry. This work can inform how online retailers refine their strategies for sustainable long-term growth, including data-driven decision-making, AI-powered marketing, and immersive shopping experiences.