Name: P. Parimaladevi, M.Praveena
Country: India

Year: 2025
Volume: Volume-12, Issue-2 (July-December)
Page Number: 1-8
DOI: https://doi.org/10.5281/zenodo.16013923

The digital revolution has significantly altered consumer purchasing behavior, with e-commerce emerging as a prominent platform for retail transactions. Among the diverse consumer groups, women have increasingly become key contributors to online shopping growth. This study empirically examines the factors influencing women's online purchase decisions, focusing on demographic, psychological, and technological variables. A structured questionnaire was administered to a sample of 150 women respondents in Namakkal district, Tamil Nadu. The findings reveal that convenience, product variety, and trust in the platform, online reviews, and digital literacy significantly influence women's online purchasing behavior. , the study emphasizes the need for e-commerce platforms to go beyond demographic segmentation and focus on delivering consistent, secure, and user-friendly experiences. Personalized marketing strategies, trust-building mechanisms, and improved customer support can further enhance satisfaction among women consumers and ensure long-term loyalty in a highly competitive digital marketplace. The study contributes to e-commerce marketing strategies by highlighting gender-specific consumer insights. The study underscores the growing relevance of women as digital consumers, especially in emerging markets like Namakkal district. As e-commerce continues to expand, understanding and addressing the unique needs and preferences of women will be critical for sustaining growth. Companies that invest in building trust, ensuring convenience, and offering value-driven experiences are more likely to foster loyalty and expand their customer base.
Keywords: Online shopping behavior, Women consumers, E-commerce, Purchase decision-making, Consumer satisfaction, Digital buying behavior, Online retail and India e-commerce market