Abstract: This study aims to bridge the gap by examining the process of digitalization in rural retailing. To reach rural consumers, rural retailers are crucial. They serve as a conduit between producers and customers. Since rural retailers contribute significantly to the Gross Domestic Products (GDP), it is essential to retain them. This paper focuses on how digitalization helps rural retailers to retain in business. Its relationship to rural retailing was examined through the study TOE Framework. Secondary data were used in this study, which used a qualitative methodology, and information is gathered from websites and academic articles. The study concludes on the integration of Technology, Organisation, Environment (TOE) model framework and digitalization of rural retailers. Keywords: Digitalization, Technology, Organization, Environment