The Future of Commerce: Linking Modern Retailing Characteristics with Cloud Computing Capabilities

Abstract

The future of retail will be shaped by the rapidly evolving digital landscape. New technologies such as big data analytics, artificial intelligence, virtual reality, and cloud computing are expected to play a crucial role in advertising products, making personalized offers tailored precisely to customers' needs, and thus meeting rising expectations in connection with the general improvement in living standards. In this paper, the characteristics of modern retailing and e-commerce in particular are examined in detail. Based on a systematic literature review, the nature of current and future retail business models is analyzed step by step, starting from more conceptual aspects to concrete underlying technological capabilities with the ultimate goal of leveraging cloud computing tools to realize them. Common proven practices are categorized, described, and assessed to provide a comprehensive overview of opportunities, challenges, and consequences in this area. Finally, the identified technological capabilities are aligned with adequate cloud services, exemplarily presented with tools of the Google Cloud.