Due to the rise of e-commerce and the change in consumer preferences, driven by the pandemic and accelerated digitalization, the retail sector, especially shopping malls, has faced a number of challenges. In order to remain competitive, these centers have sought to reinvent their strategies, integrating digital technologies and improving the shopping experience. The aim of this study was to understand the strategies adopted by shopping centers amid the rise of e-commerce. To this end, a multiple case study was carried out in three shopping centers in Rio de Janeiro, through interviews with consumers and employees of each mall and also through face-to-face visits to the sites and observations. From the research carried out, it can therefore be concluded that in response to the rise of e-commerce, shopping centers have adopted strategies focused on the customer experience, such as integrating pick-up store services, loyalty programs and leisure environments. These actions aim to complement the online environment, offering a competitive edge through sensory experience and human contact. Malls are thus seeking to transform themselves into centers of consumption and experience, while maintaining their relevance in the digitalized market.