Retail Business Model Change in Digital Transformation: A Case Study of Retail Supermarkets in Vietnam

With an increasing level of digitalization in the retail sector, retail businesses are in the process of adapting their business models to the new digital era. E-commerce and other digital tools have transformed the retail industry. The study aims to investigate the impact of digital transformation on the business model of retail supermarkets. Based on approaching business model theories and applying them to the actual analysis of retail supermarkets, through investigating the impact of digital transformation on the business model of retail supermarkets available on the Vietnamese market, future business models are proposed for retail supermarkets. The study results improve the understanding of retail business model transformation following digital transformation, presenting new research related to the impact of digital transformation on retail businesses or companies’ business models. This study also contributes to how business models can be used as a unit of analysis when investigating changing business models.