Digital consumption : trends opportunities and obstacles

Abstract EN

This paper aims to shed light on the digital economy, as one of the contemporary issues that has a rapid economic and commercial mutations.

We will try to show how technology and the Internet can affect the consumption pattern and determine its direction; The convergence between the consumer and the organization which has become more important than ever, thanks to the electronic spaces that allow the consumer to interact and shop from home, but without neglecting to highlight the need to protect the consumer from these institutions' practices.

The study concluded that there has been a significant shift in consumer behaviour over the past two decades, due in part to the rise and development of technology and the spread of the Internet, which opens doors to brands to better target end-users and introduce new ways of doing business.

At the same time, there are many obstacles to online consumption, the most important of which are unexpected delivery costs, lack of information and confidence about product in digital space.