The Evolving Intersection of Retail, Supply Chain Management & Social Media in the Digital Era

Abstract

This study explores the transformative impact of digital technologies, particularly social media, on retail supply chains. Social media enhances supply chain sustainability, coordination, and customer relationship management by enabling real-time communication and data sharing among stakeholders. The integration of social media analytics facilitates demand forecasting, risk mitigation, and service level improvements, making supply chains more agile and resilient. Digital retail supply chains leverage ecosystem strategies to enable real-time reporting, visibility, and operational flexibility, which are key to responding to rapidly changing market dynamics. By fostering direct consumer engagement through social commerce and personalized experiences, social media reshapes retail strategies and drives competitive advantage in an increasingly digitalized marketplace.This convergence represents a critical shift towards more connected, data-driven, and customer-centric supply chain management practices in the digital era.