Increasing e-commerce in recent years has caused retailers to change their business models. Under intense competitive conditions, retailers manage their marketing channels not only through physical stores but also through many intermediaries such as online stores and special shopping sites. Changes in retailing and marketing channels often make competition conditions more difficult. Today, retailers are focusing on strategies that are in line with technological developments as well as meeting customers' wants and needs very quickly. While technological developments often offer consumers benefits and more choice, they also require retailers to adapt to change rapidly.