TRANSFORMATION DIGITALE ET DECISION DACHAT DES CONSOMMATEURS DANS LES SUPERMARCHES AU BENIN : ETUDE EXPLORATOIRE

This article examines the factors of digital transformation in supermarkets in Benin and their influence on consumers purchasing decisions. To this end, a qualitative study was conducted through semi-structured interviews with twenty (20) customers and six (6) supermarkets managers.The results indicate that supermarkets online presence increases visibility and consumer trust, digital payment systems enhance security and satisfaction, and direct marketing practices foster customer loyalty. Digital transformation therefore emerges as a strategic lever for competitiveness and the optimization of the customer experience, provided it is accompanied by adequate human support and technological transparency.