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This article reviews the evolution and implementation of omnichannel strategies in e-commerce, focusing on the integration of online and offline customer journeys to enhance customer experience and operational efficiency. It highlights the challenges faced in this integration, such as data synchronization and technological complexities, while emphasizing the role of emerging technologies like AI and IoT in overcoming these barriers. The study suggests future research directions, including augmented reality

Author

sarahlaghoub20

Language

EN