E-commerce Trends and Consumer Buying Behavior: A Study of Digital Marketplaces

Abstract

E-commerce has rapidly grown as a preferred shopping avenue, significantly altering consumer buying behaviors and expectations. This paper examines emerging e-commerce trends—such as mobile commerce, artificial intelligence-driven personalization, social media influence, subscription models, and sustainability initiatives—and analyzes their impact on consumer buying behavior within digital marketplaces. The findings suggest that consumers increasingly value convenience, personalization, and brand values in their online shopping experiences, although concerns about data privacy and security persist. By analyzing the interaction between these trends and consumer behavior, this paper highlights how digital marketplaces can adapt to evolving consumer expectations, enabling businesses to enhance engagement, loyalty, and competitiveness.