Background: Nowadays, in the entrepreneurial journey, entrepreneurs servemany customers online due to the revolution of the internet. More and morepurchases are done purely online. Besides, the purchase decisions are mostlyinfluenced by behaviors of customers when they shop online, especially in retailindustry. Therefore, there is a need to learn about the relation betweenentrepreneurs and online shopping behavior in the retail industry.

Research questions: What is the understanding of entrepreneurs about onlineshopping behavior in the retail industry? How do entrepreneurs respond to onlineshopping behavior in the retail industry? 

Purpose: The aim of this study is to investigate how Entrepreneurs understandand respond to online shopping behavior in the Retail Industry.

Method: This research is designed as an exploratory study and follows aqualitative strategy with abductive reasoning. Data is collected through nine semistructured interviews with participants from four countries.

Conclusion: Our study revealed that in the retail industry, entrepreneursunderstand online shopping behavior in many aspects, and they know that it candrive the change in the industry totally. Besides, entrepreneurs aware thatcustomers become more demanding and good relationships with customers willbenefit their businesses. Furthermore, entrepreneurs proactive find tactics do dealwith online shopping behavior and seeking manner to build, maintain goodrelationship with customers. Then, entrepreneurs make plans to cope with onlineshopping behavior. Finally, there are two main types of entrepreneurs regardingdealing with online shopping behavior, some quickly adapt to the trend, somelagging behind