Digital transformation and social media have revolutionized the way businesses interact with their customers. This revolutionization has been caused by advancements in digital technology. The retail sector has taken advantage of such changes and adopted the use of social media to communicate and interact with its customers. This study seeks to establish the evolution of digital transformation and social media marketing in the retail sector of Zimbabwe. It further seeks to identify digital transformation tools that previous studies have suggested as being feasible in retail sectors. The study further examines social media platforms that can be used in the Zimbabwean retail sector. The theory of Technology Acceptance Model (TAM) will be used to establish the effect of social media on consumers based on ease of use (PU) they find social media tools to be and the ease of usefulness (PEOU) of the digital tools. The study will contribute to the body of knowledge by identifying benefits of the use of social media marketing in the retail sector and identifying gaps for future research. Managerial implications of the findings of the study include improving customer engagement, reducing costs associated with advertising, integrating e-commerce options to create seamless online shopping experiences and building strong brand loyalty.