The development of digital technology, especially AI and AR/VR, has become a major driver of transformation in various industries, providing challenges and opportunities for the e-commerce sector in increasing competitiveness. However, many companies have not fully integrated AI and AR/VR into their omnichannel strategy. This study aims to analyze the effect of AI and AR/VR technology adaptation, as well as the role of omnichannel strategy on the competitiveness of e-commerce companies. This study uses a mix methods method, with a qualitative approach in the form of a systematic literature review and quantitative through Structural Equation Modeling (SEM). The population of this study is e-commerce companies that have actively adopted AI and AR/VR technology. The sample was selected using a purposive sampling technique with 400 respondents. Primary data was obtained through an online survey and secondary data was obtained from academic journals and articles totaling 40 articles. The results of the study show that AI and AR/VR adaptation has a significant effect on company competitiveness, both directly and through an omnichannel strategy. Companies that successfully implement an omnichannel strategy can encourage better technology adoption, creating a positive cycle that contributes to higher competitiveness, so that the implementation of AI and AR/VR integrated with an omnichannel strategy can increase market share and customer satisfaction.