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P. Uma Kumari is an Assistant Professor in the Department of Business Administration at Andhra Loyola College, India. Her research interests include business management, digital marketing, and e-commerce.
The swift expansion of e-commerce has revolutionised the worldwide retail sector by allowing consumers to acquire goods and services at any time and from any location via digital platforms. Progress in cloud computing, mobile commerce, the Internet of Things (IoT), digital payment solutions, and Artificial Intelligence (AI) has markedly improved customer convenience and operational efficiency. Nonetheless, the rising number of online transactions has exacerbated cybersecurity threats, such as payment fraud, phishing, account hijacking, identity theft, counterfeit websites, dangerous bots, and data breaches. Conventional security measures reliant on fixed regulations frequently fall short in identifying complex and advancing cyber threats. Artificial Intelligence (AI), Machine Learning (ML), Deep Learning (DL), Behavioural Analytics, Big Data Analytics, Blockchain, and Federated Learning have surfaced as formidable technologies for safeguarding online retail environments. This chapter examines AI-based security frameworks, sophisticated fraud detection methods, privacy-enhancing technologies, obstacles, applications, and prospective research avenues for safeguarding contemporary online retail settings.