The emergence of e-commerce has altered consumer behavior globally, especially in India. The ease of use and accessibility of e-commerce platforms have contributed to the growing popularity of online buying. E-commerce has a wide range of complex implications on consumer behavior, including how people engage with brands and make decisions about what to buy. The transition to a more digital purchasing experience is one of e-commerce's most notable impacts on customer behavior. Customers have more influence over the purchasing experience because to the opportunity to browse and buy things online, including the option to research products and compare pricing and reviews. This has caused decision-making to place a higher focus on elements like ease, cost, and choice.E-commerce has also given companies new chances to connect with customers through specialized marketing and advice. E-commerce systems may recognise consumer preferences and behavior with the aid of data analytics and machine learning, resulting in more efficient advertising and individualized shopping experiences. In general, e-commerce in India has an ever-evolving impact on customer behavior, and companies must keep up with these developments to stay competitive online.

E-commerce, Consumer behavior, Online buying, Digital purchasing experience, Personalized shopping experience.