Online marketing has emerged as a transformative component of electronic commerce, allowing consumers to purchase goods and services directly from sellers through digital platforms. This shift not only stimulates economic growth but also accelerates the evolution of modern economic systems. In this context, consumer behaviour has become a dynamic and increasingly complex concept, shaped by psychological, social, and behavioural dimensions. It plays a crucial role in developing consumer culture and serves as a foundational tool for analysing economic structures and designing effective marketing strategies. This paper explores the changing dynamics of the consumer market and identifies the key factors influencing these behavioural shifts in the digital era