Retail investing is the financial activity undertaken by non-professional individual investors trading securities for their personal accounts using their own capital. As a research concept, it encompasses the systematic study of this investor segment, investigating their motivations, decision-making processes, trading strategies, and overall impact on financial markets. Key characteristics explored within this field include the use of accessible trading platforms, susceptibility to behavioral biases, differences in information access compared to institutional investors, and responsiveness to market conditions and technological advancements. The significance of studying retail investing lies in its contribution to understanding market dynamics, liquidity, price formation, and the evolving structure of financial participation.