{"status":"ok","message-type":"work","message-version":"1.0.0","message":{"indexed":{"date-parts":[[2026,8,18]],"date-time":"2026-08-18T05:12:47Z","timestamp":1787029967546,"version":"build-2736575974"},"reference-count":129,"publisher":"MDPI AG","issue":"3","license":[{"start":{"date-parts":[[2025,2,24]],"date-time":"2025-02-24T00:00:00Z","timestamp":1740355200000},"content-version":"vor","delay-in-days":0,"URL":"https:\/\/creativecommons.org\/licenses\/by\/4.0\/"}],"content-domain":{"domain":[],"crossmark-restriction":false},"short-container-title":["Systems"],"abstract":"<jats:p>The rise of the experience economy, driven by disruptive technologies delivering innovative experiences, has transformed the interactions between tech-enabled shoppers and the phygital retail complex system. An important knowledge gap is addressed in our study by evaluating shoppers\u2019 perceptions of disruptive technologies and the adaptive challenges that retailers face in securing consistency within a highly complex e-commerce landscape shaped by transformative interactions. A quantitative analysis was carried out using structural equation modeling (SEM) and survey data from an international supermarket chain integrating physical and digital retail spaces. We propose a novel framework to explore how retailers can harness data-driven insights and disruptive technologies to optimize the phygital shopping experience and adapt to the shift from multichannel and omnichannel strategies to optichanneling, as well as respond to societal shifts, including the role of digital natives and the expanding influence of the metaverse. This framework integrates key principles such as emergence, feedback, and criticality. The research reveals key findings about transformative shopper experiences across phygital retail touchpoints that influence shoppers\u2019 perceptions and behaviors. Based on these identified key insights, as shoppers increasingly expect seamless interactions, the framework includes practical recommendations for retailers relating to several key areas, including leveraging the metaverse for refined shopper engagement.<\/jats:p>","DOI":"10.3390\/systems13030152","type":"journal-article","created":{"date-parts":[[2025,2,24]],"date-time":"2025-02-24T10:52:47Z","timestamp":1740394367000},"page":"152","update-policy":"https:\/\/doi.org\/10.3390\/mdpi_crossmark_policy","source":"Crossref","is-referenced-by-count":2,"title":["The Tech-Enabled Shopper Impacting a Phygital Retail Complex System Stimulated by Adaptive Retailers\u2019 Valorization of an Increasingly Complex E-Commerce"],"prefix":"10.3390","volume":"13","author":[{"ORCID":"https:\/\/orcid.org\/0000-0001-8728-2327","authenticated-orcid":false,"given":"Theodor Valentin","family":"Purc\u0103rea","sequence":"first","affiliation":[{"name":"Management-Marketing Department, Faculty of Management-Marketing, Romanian-American University, 012101 Bucharest, Romania"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0003-3914-7766","authenticated-orcid":false,"given":"\u015etefan-Alexandru","family":"Ionescu","sequence":"additional","affiliation":[{"name":"Department of Applied Economics and Quantitative Analysis, Faculty of Business and Administration, University of Bucharest, 030018 Bucharest, Romania"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5804-9462","authenticated-orcid":false,"given":"Ioan Matei","family":"Purc\u0103rea","sequence":"additional","affiliation":[{"name":"Management-Marketing Department, Faculty of Management-Marketing, Romanian-American University, 012101 Bucharest, Romania"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-5317-3798","authenticated-orcid":false,"given":"Irina","family":"Purc\u0103rea","sequence":"additional","affiliation":[{"name":"Management and Organisations Department, Rennes School of Business, 35065 Rennes, France"}],"role":[{"vocabulary":"crossref","role":"author"}]},{"ORCID":"https:\/\/orcid.org\/0000-0001-6538-4795","authenticated-orcid":false,"given":"Alexandra Georgiana","family":"Ionescu","sequence":"additional","affiliation":[{"name":"Statistics and Econometrics Department, Faculty of Economic Cybernetics, Statistics and Informatics, The Bucharest University of Economic Studies, 010552 Bucharest, Romania"}],"role":[{"vocabulary":"crossref","role":"author"}]}],"member":"1968","published-online":{"date-parts":[[2025,2,24]]},"reference":[{"key":"ref_1","unstructured":"Morin, E. 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