In this research paper, I have tried to understand how the rise of e-commerce is affecting traditional retail stores in India. Over the last decade, online platforms such as Amazon, Flipkart, and other regional players have rapidly grown, offering customers more choices, attractive discounts, and convenient home delivery. On the other hand, traditional retailers, particularly small kirana shops, street vendors, and local market outlets, are facing challenges in terms of customer retention, reduced margins, and increased competition. My study focuses on analyzing both the positive and negative impacts of e-commerce. On one side, e-commerce has helped customers by providing easy access to goods at competitive prices, but on the other side, it has disrupted the long-standing customer–retailer relationship in traditional markets. I also found that some traditional retailers are adapting by joining online platforms, using digital payments, and offering better customer service. However, many still struggle due to lack of resources, digital knowledge, and capital. The purpose of this paper is to evaluate how e-commerce growth is transforming the retail landscape, what challenges traditional retailers face, and what strategies can help them remain competitive in the digital era.