This article examines how the development of e-commerce has impacted the marketing strategies of traditional retailers in Nigeria, specifically in terms of altering consumer behaviour, advertising tactics, and the changes these retailers have undergone. With the current trend of online stores like Jumia, Konga, PayPorte, and others influencing the retail world, consumer demands have been changing, with more people requiring convenience, speed, and a personalised shopping experience. The paper discusses how traditional retailers in Nigeria are adapting to these changes by adopting digital strategies, such as utilising e-commerce platforms, digital marketing, and omnichannel retail models. It further emphasises how logistics innovation has helped promote the growth of e-commerce and improve the customer experience. The paper also examines the long-term impact of e-commerce development on the retail sector, including the adoption of new technologies such as AI, augmented reality, and big data, as well as the future of traditional retail in a marketplace increasingly based on digital technologies. Finally, the paper highlights how traditional retailers in Nigeria can be safeguarded through digital transformation by implementing a strategy that effectively integrates digital tools, consumer engagement strategies, and innovation. It is hoped that future studies will examine how consumer behaviour is changing, the adoption of omnichannel approaches, and the utilisation of new technologies in retail marketing.