This study examines the online shopping behaviour of consumers with reference to Chitradurga City by analysing the influence of demographic factors, website preferences, and product choices. Primary data were collected from 100 respondents using a structured questionnaire to understand their purchasing patterns and decision-making processes. The findings indicate that age, gender, and occupation significantly affect both the choice of e-commerce platforms and preferred product categories. Factors such as product variety, affordable pricing, customer reviews, timely delivery, and availability of customer service were identified as the major drivers of online purchase decisions. The study highlights noticeable variations in preferences across different consumer segments, emphasizing the importance of targeted marketing strategies. The results provide valuable insights for online retailers to improve customer satisfaction and strengthen their competitive position in the digital marketplace.