The growth of e-commerce has caused retailers to change their business models in recent years. In an intensely competitive environment, retailers manage their sales channels not only through physical stores but also through many intermediaries such as online stores and retail outlets. Changes in marketing channels and markets are disrupting the competitive environment. Marketers are now focusing on strategies to adapt to technological changes and respond quickly to customer demands and needs. Advances in technology benefit consumers and offer more choice, but retailers need to adapt quickly to change.