Shuting Li, Yunjing Gao

(Zhejiang Gongshang University)

Abstract：

In the wave of rapid development of information technology, the Internet has been fully integrated into and profoundly reshaped various fields of social economy. As a model of deep integration of Internet and commerce, online shopping is reconstructing the modern commercial landscape with unprecedented depth and breadth. The evolution of online shopping from a single online product display and trading function to a comprehensive business ecosystem that integrates product retail, service provision, social interaction, and data analysis can be regarded as a magnificent commercial transformation. This change has had a dual impact on the traditional real economy: on the one hand, physical stores face challenges such as a sharp decline in customer traffic and rising operating costs; On the other hand, online shopping has also provided new momentum for the transformation and upgrading of the real economy, opening up new growth space for the development of the real economy through innovative models such as online and offline integration, supply chain optimization, and precision marketing. The relationship between "breaking" and "standing" is reshaping the pattern and future of modern business ecology. This article first provides an overview of online shopping and the real economy, followed by an analysis of their current development status. Based on this, it elaborates on the positive and negative impacts of online shopping on the real economy, and further proposes strategies for the real economy to cope with the impact of online shopping and the integrated development of online shopping and the real economy. The aim is to provide theoretical basis and practical reference for the real economy to cope with the impact of online shopping and achieve the integration of online and offline development, and to help the real economy achieve sustainable development in the digital age.

Key Words：

online shopping, real economy, impact