This dissertation looks at the impact of e-commerce on consumer behaviour, using a mixed-methods approach to examine major elements that influence purchase decisions in the digital era. The research looks at the growing popularity of online shopping and its impact on consumer preferences such as convenience, product variety, price comparison, and the function of customer reviews and ratings. Data research demonstrates a considerable movement towards online retail, driven by factors such as convenience and the opportunity to compare prices and items. However, sample size constraints underscore the need for more evenly distributed answers across age groups to ensure the trustworthiness of findings. Recommendations include establishing an online store for new businesses and performing in-store surveys to learn about in-store purchase preferences. Overall, the study advances our understanding of consumer behaviour in e-commerce and gives significant information for organisations seeking to adapt to changing market trends.
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