The paper provides a comprehensive overview of the study focused on consumers’ experiences, attitudes, and behavioral intentions towards online shopping in the clothing industry. It emphasizes the significant role of the Internet in transforming shopping habits, particularly highlighting the e-commerce rapidly growing, especially in India. In this study the main focus on that consumers are increasingly utilizing various online clothing platforms to fulfill their fashion needs reflecting a shift in preferences towards digital shopping and Technological advancement which enhances the online shopping experiences. Innovations like Augmented Reality (AR) and Artificial Intelligence (AI) are identified as crucial in providing personalized recommendations and immersive experiences that help to engage consumers more effectively. Furthermore, online shopping has evolved beyond convenience, it serves as a means for consumers to express their individuality and stay updated with changing fashion trends contributing to a deeper understanding of consumer behavior in a dynamic and rapidly evolving market.
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