Changing Consumer Preferences in E-commerce Platforms

Nagendra Gond

MBA (Marketing), Jagannath University, Jaipur

Email: nagendragond7633@gmail.com

Dr. Suresh Saini

Assistant Professor, Jagannath University, Jaipur

Email: Suresh.saini@jagannathuniversity.org

Abstract
The rapid proliferation of e-commerce platforms has fundamentally altered the landscape of consumer purchasing behaviour worldwide. This paper examines the shifting consumer preferences in e-commerce platforms, focusing on the factors driving these changes and their implications for businesses and marketers. The study investigates key trends including the rise of mobile commerce, the growing importance of personalisation, the impact of social commerce, and evolving expectations around sustainability, delivery speed, and trust. Using secondary data from published academic literature, industry reports, and market surveys, this research identifies the primary determinants of consumer decision-making in the digital marketplace. The findings indicate that convenience, experience-driven shopping, peer influence, and brand transparency are among the dominant factors reshaping consumer behaviour. This paper provides insights for marketers and e-commerce businesses to realign their strategies with contemporary consumer demands. The study concludes with actionable recommendations for businesses seeking to maintain competitive advantage in an increasingly dynamic digital retail environment.

Keywords: E-commerce, Consumer Behaviour, Digital Marketing, Mobile Commerce, Personalisation, Online Shopping, Consumer Preferences, Social Commerce.