The Effects of Digitalization and E-Commerce on Changes in Consumption Patterns within the Conventional Economy

Abstract

 Penelitian ini bertujuan untuk menganalisis pengaruh digitalisasi dan perkembangan e-commerce terhadap perubahan pola konsumsi masyarakat serta dampaknya terhadap keberlanjutan ekonomi konvensional. Metode penelitian yang digunakan adalah studi pustaka dengan menelaah berbagai literatur, jurnal, dan hasil penelitian terkini yang relevan. Hasil penelitian menunjukkan bahwa digitalisasi telah mendorong pergeseran perilaku konsumsi dari model konvensional menuju pola konsumsi berbasis digital yang lebih cepat, efisien, dan terhubung secara global. Selanjutnya, e-commerce terbukti telah menggeser perilaku konsumsi masyarakat dengan membentuk kebiasaan belanja omnichannel, di mana konsumen cenderung menggunakan kanal digital dalam proses pencarian informasi dan pengambilan keputusan, sementara toko fisik lebih berfungsi sebagai pelengkap. Dampak e-commerce terhadap keberlanjutan ekonomi konvensional bersifat ganda. Di satu sisi, e-commerce memberikan kontribusi positif berupa efisiensi rantai pasok, perluasan akses pasar, serta dukungan terhadap praktik ekonomi sirkular. Namun di sisi lain, perkembangan e-commerce juga menimbulkan dampak negatif, seperti meningkatnya emisi karbon akibat aktivitas logistik, timbulan limbah kemasan, serta melemahnya daya saing usaha kecil konvensional. Dengan demikian, dapat disimpulkan bahwa digitalisasi dan e-commerce merupakan kekuatan transformatif yang mampu menciptakan peluang sekaligus tantangan bagi keberlanjutan ekonomi konvensional. Oleh karena itu, diperlukan strategi adaptasi dan kebijakan mitigasi agar manfaat positif dapat dimaksimalkan dan dampak negatif dapat diminimalkan.

This study aims to analyze the impact of digitalization and the development of e-commerce on changes in consumer behavior and their implications for the sustainability of the conventional economy. The research employs a literature review method by examining various relevant studies, journals, and recent publications. The findings reveal that digitalization has significantly shifted consumer behavior from conventional models toward digital consumption patterns that are faster, more efficient, and globally connected. Furthermore, e-commerce has reshaped consumer habits through the development of omnichannel shopping, where digital platforms dominate the search and decision-making process, while physical stores increasingly serve as complementary showrooms. The impact of e-commerce on the sustainability of the conventional economy is twofold. On the positive side, it enhances supply chain efficiency, expands market access, and supports circular economy practices. On the negative side, however, e-commerce also contributes to higher carbon emissions from logistics, increased packaging waste, and reduced competitiveness of small conventional businesses. In conclusion, digitalization and e-commerce act as transformative forces that simultaneously create opportunities and pose challenges to the sustainability of the conventional economy. Therefore, adaptive strategies and effective mitigation policies are essential to maximize the benefits and minimize the risks.