Rapid change and evolution of digital technologies results in increased competition and the demand for companies to innovate quickly. It is of great importance for companies today to keep track and pay attention to digital technologies. Business landscape is becoming increasingly complex. To achieve success in 2020 and beyond, companies should adopt digital innovations for the completion of their goals and objectives as well as staying ahead of their competitors. In this manner digital technology is disrupting retail and leading the industry to new dimensions. Retailers put in a lot of effort in customer satisfaction and creating customer loyalty. Digital implementation and learning can be a great tool in creating the bond between retailer and customer. Retail industry is constantly testing and applying new digital technologies in purpose of accomplishing better results. The revolutionary and game changing retail store nowadays is Amazon Go. Amazon Go, which is a product of a mayor global company Amazon, is a new type of store where checkout is no longer required. To elaborate, when you shop at Amazon Go the expected lines at the checkout are a thing of history. Also, one of the main features of this store model is the staff reduction. This type of retail store is potentially the future which means that the retail industry might change from interaction oriented to digital oriented. Amazon Go concept has a lot of perks but with the technology applied the ethical issues of privacy, safety and social responsibility come to question.