Digital transformation has drastically transformed marketing practices and consumer buying behaviour of ecommerce players in India. The research investigates digital transformation impact on marketing efficiency and consumer buying behaviour by collecting primary data from 127 online shoppers across India using a structured questionnaire. The data was examined with the help of descriptive statistics and one-way ANOVA. As per findings, the consumers are positive towards digital transformation and mobile application is the highest mean 3.97. Marketing effectiveness garnered a section mean of 3.56, while digital marketing contributes towards brand awareness gained the highest mark (3.81). According to section means, it was consumer buying behaviour with the highest mean score of 3.77 followed by overall satisfaction with a mean score of 3.88. Findings from the ANOVA indicate that no significant differences are present in the diets of those in various opinion groups (F=1.399, p=0.247) and age groups (F=0.397, p=0.755), meaning that digital transformation is viewed positively. As such e-commerce platforms are implementing digital technologies to enhance their offerings and increase their competitive advantage relative to their traditional counterparts.