Currently, the Indian retail industry is very dynamic, digitalized, and competitive. As a result, this antecedent prompts researchers to do an investigation or examination on variables such as E-WOM, and customer happiness. The main aim of this study is to examine the customer buying preferences across multiple e-commerce sites. The study's population consisted of Indian e-retail shop consumers. This study's population included those who made purchases from online retail establishments in any category or form. The results showed that local retailers and Amazon were the most popular options. Meesho was the least popular option for all preferences 1 through 7. Whereas, it was null for option Meesho for preference 6 since no one chose it for purchasing food products..
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