Asija, AmanThomas, Hugo Edouard2025-03-262025-03-262024-01-302023-12-19http://hdl.handle.net/10362/181386This thesis explores the transformative impact of digital sales strategies on customer satisfaction and experience in online retail. It investigates how digital tools like AI and VR influence consumer engagement and satisfaction, emphasizing personalized and immersive shopping experiences. Through quantitative analysis, with a survey of consumers, the study finds that advanced technologies enhance customer satisfaction. These technologies create more interactive, engaging, and personalized shopping experiences, thus leading to increased consumer satisfaction and loyalty. The research provides insights for businesses seeking to leverage digital transformation to improve customer experience and satisfaction in the evolving digital retail landscape.engDigital transformationSalesCustomer satisfactionStrategymaster thesis203902300