Technology has changed consumer expectations in retail by creating a demand for personalization and convenience. Shoppers now expect tailored shopping experiences through advanced algorithms and data analytics, which recommend products based on preferences and browsing history. Additionally, the rise of e-commerce allows consumers to shop anytime and anywhere. Innovations like same-day delivery and seamless payment options enhance customer convenience. Retailers must adapt to these evolving expectations by leveraging technology to stay competitive and meet the preferences of a more discerning customer base.