Abstract: Customer satisfaction has emerged as a critical determinant of success in both online and offline retail environments. With the rapid growth of e-commerce platforms and the continued relevance of conventional retail outlets, understanding how consumers perceive and evaluate their shopping experiences is essential. This study aims to comparatively evaluate customer satisfaction in e-commerce and traditional retail with special reference to the Ujjain Division. Primary data was collected through structured questionnaires administered to a diverse group of consumers, while secondary data supported contextual analysis. The study examines factors such as product variety, pricing, convenience, service quality, trust, and post-purchase experience. Findings reveal differences in satisfaction drivers across the two modes, with e-commerce favored for convenience and variety, while conventional retail is valued for personal interaction and trust. The results provide insights for retailers, policymakers, and marketers to enhance customer-centric strategies and bridge service gaps.

Keywords: Customer Satisfaction, E-Commerce, Conventional Retail, Consumer Behavior, Ujjain Division.