Online Consumer Behaviour and Technology-Driven Commerce Education in the Era of Digital Transformation

Digital transformation has fundamentally altered the landscape of commerce, reshaping consumer purchasing patterns, business operations, and educational approaches. The rapid growth of e-commerce platforms, mobile technologies, artificial intelligence, big data analytics, social media marketing, and digital payment systems has significantly influenced online consumer behaviour. Modern consumers are increasingly characterized by information-driven decision-making, personalized shopping experiences, omnichannel interactions, and heightened expectations regarding convenience, security, and service quality. Consequently, commerce education institutions face the challenge of equipping students with the digital competencies required to understand and navigate evolving consumer markets. Technology-driven commerce education integrates digital tools, data analytics, virtual learning environments, and industry-oriented curricula to prepare graduates for the demands of the digital economy. This review examines the evolution of online consumer behaviour, the technological factors influencing purchasing decisions, and the role of technology-enabled commerce education in developing future-ready professionals. The article further discusses emerging educational innovations, industry-academia collaborations, challenges associated with digital transformation, and future directions for commerce education in an increasingly technology-centric business environment. The review highlights the necessity of aligning educational practices with contemporary market realities to enhance employability, innovation, and sustainable economic development