Final answer:
The practice where e-retailers adapt offerings and interactions to each customer is known as personalization or customization. It is increasingly important in the global and technologically advanced market landscape. E-retailers are also focusing on sustainability through material choices and green tech adoption.
Step-by-step explanation:
The extent to which an e-retailer adapts products, services, and the transaction environment to individual customers is referred to as personalization or customization. In the context of e-commerce, this practice is a response to emerging consumer demands influenced by the rise of global markets and advancements in technology, including communications technologies like the internet. Personalization is a key competitive strategy in today's market and involves not just product adaptation but also personalized marketing and customer experience.
With the globalization of markets and the technological revolution, especially in communications technology, competition for e-retailers has significantly increased. They now face the challenge of making their online platforms more user-friendly and tailored to individual preferences. E-retailers are also contributing to environmental sustainability efforts, such as the use of sustainable materials by fashion brands and incorporation of green technologies in operations, which is being facilitated by the digital shift cultivated by information and communications technology.