Digitization has changed the way retail businesses operate, introducing new technologies and strategies that have significantly influenced consumer habits and expectations. Traditional sales channels are faced with numerous challenges, but on the other hand, digital channels offer advantages such as greater reach, personalized offers and lower costs. This thesis analyzes the impact of digital transformation on traditional sales channels in retail, with special emphasis on the growing importance of digital stores. The paper examines how technological innovations, such as digital stores, mobile applications and artificial intelligence, are transforming retail operations, consumer habits and industry competition. The first part of the paper defines the concept of digital transformation and its basic elements in retail. Digitization has enabled greater flexibility and personalization of the experience, and key advantages such as product availability, faster shopping and integration of multiple channels in the sales process are analyzed. Special emphasis is placed on technologies such as blockchain, Internet of Things (IoT) and augmented reality, which enable advanced retail strategies. The second part of the paper deals with the obstacles faced by traditional sales channels, such as high operating costs, limitations in supply and the need to adapt to changes in consumer preferences. Traditional retail is finding it increasingly difficult to compete with digital stores due to the lack of flexibility in price and promotions. Furthermore, it explores the strong competition from the digital industry and how the integration of an omnichannel strategy has become key to the success of modern retailers. Also, the topic of cooperation between digital platforms and physical stores is discussed through the use of "click & collect" services. In the chapter on the impact of technology on consumer habits, changes in consumer behavior are explored, who today expect personalized experiences, fast and convenient shopping, and access to products at any time and in any place. Digitization has led to changes in consumer loyalty, where they are no longer tied exclusively to one product brand or sales channel, but prefer flexibility and convenience. Case studies of companies such as Lego store, dm and Konzum show different approaches to digital transformation. The research also shows how collaboration between digital and traditional sales channels can increase a company's competitiveness and market share. The paper concludes that successful integration of digital strategies can ensure long-term sustainability and growth of retail businesses.