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Abstract
The rapid growth of e-commerce has transformed the retail landscape in India by changing the way consumers search, evaluate, and purchase products and services. Driven by increasing internet penetration, smartphone usage, digital payment systems, improved logistics, and supportive government initiatives, the Indian e-commerce sector has witnessed significant expansion over the past decade. This study examines the growth of e-commerce and its influence on consumer buying behaviour in India. The research is based on a descriptive research design and utilizes secondary data collected from books, peer-reviewed journals, government reports, industry publications, and reliable online sources. The study explores key factors influencing online purchasing decisions, including convenience, product variety, competitive pricing, customer reviews, promotional offers, secure payment options, and delivery services. It also highlights the role of emerging technologies such as artificial intelligence, big data analytics, and personalized marketing in enhancing customer experience and influencing purchase decisions. The findings reveal that e-commerce has significantly altered consumer preferences by promoting digital shopping, increasing price transparency, and expanding access to products across urban and rural markets. However, challenges such as cybersecurity risks, privacy concerns, counterfeit products, and logistical constraints continue to affect consumer confidence. The study concludes that sustainable growth in India's e-commerce sector depends on technological innovation, consumer trust, efficient logistics, and supportive regulatory policies that encourage inclusive and secure digital commerce.