The rapid growth of e-commerce and digital technology has significantly transformed consumer purchasing behaviour, particularly among Generation Z consumers. Gen Z, comprising digitally native individuals born between the mid-1990s and early 2010s, has emerged as one of the most influential customer segments in online retail markets. This study examines the preferences, attitudes, and buying behaviour of Gen Z consumers toward online shopping platforms in Belagavi City. The study focuses on factors influencing online shopping decisions such as convenience, pricing, discounts, product variety, delivery speed, payment methods, social media influence, and trust in online platforms. The research adopts a descriptive research design using primary and secondary data sources. Primary data may be collected through structured questionnaires among Gen Z respondents in Belagavi City, while secondary data is gathered from journals, reports, articles, and online databases. The findings indicate that convenience, mobile accessibility, social media recommendations, digital payment systems, and personalized offers are major factors influencing Gen Z online shopping preferences. Platforms such as Amazon, Flipkart, and Myntra are among the most preferred platforms due to competitive pricing and user-friendly interfaces. The study concludes that Gen Z consumers are highly technology-oriented, value conscious, and strongly influenced by digital trends. The research provides useful insights for marketers, e-commerce businesses, and researchers in understanding changing consumer behaviour in the digital era.