Digital transformation in the uk retail sector : A consideration of the barriers and challenges derived from consumers purchasing behaviour .

Over the past 20 years, UK retailers have been transformed by digital technologies. In a competitive market, digital adoption is key to meeting changing consumer needs. This qualitative study explores how generational differences shape consumer adoption of digital retail platforms in the UK. Employing an interpretivist approach, semi-structured interviews were conducted with eight participants from Generation Z (born 1997–2012), Generation X (born 1965–1980), and Baby Boomers (born 1946–1964) to address three research questions: (1) How does digital transformation affect consumer purchase behaviour? (2) What factors influence the acceptance or rejection of new digital technologies? and (3) How do age-related differences shape technology adoption? Thematic analysis revealed 26 themes, highlighting significant generational variations in digital engagement. Generation Z, as digital natives, seamlessly integrates platforms like Amazon and TikTok into their shopping routines, driven by convenience, personalization, and social media influence. Generation X adopts digital tools strategically, balancing online efficiency with in-store sensory evaluations. In contrast, Baby Boomers exhibit resistance due to usability challenges, privacy concerns, and a preference for tactile experiences. Common barriers across generations include cybersecurity fears and complex interfaces, necessitating inclusive digital strategies. The study develops a framework identifying adoption barriers and offering actionable insights for retailers to enhance customer engagement. By addressing a research gap on age-related differences in digital retail, this study contributes to consumer psychology and digital marketing literature while providing practical guidance for fostering inclusivity in the UK retail sector. The findings underscore the need for tailored, consumer-centric platforms to bridge generational divides in the digital age.