The rise of digital commerce has significantly influenced consumer shopping behaviour, with online platforms becoming a preferred mode of purchase. This study examines the factors shaping online shopping behaviour among consumers in Cuddalore District, Tamil Nadu. The research analyses key determinants such as demographics, pricing sensitivity, trust, convenience, product variety, and digital advertising influence. A structured questionnaire was used to collect data from 399 respondents, and statistical techniques, including descriptive analysis, factor analysis, and machine learning-based consumer segmentation, were employed for evaluation. The findings indicate that price sensitivity, convenience, and trust are the primary factors driving or hindering online shopping. The study further highlights the importance of secure payment gateways, transparent pricing, and personalized marketing to enhance consumer confidence. Based on the insights, recommendations are provided to improve digital accessibility, logistical efficiency, and e-commerce adoption in semi-urban areas.
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