Digital platforms influence consumer behavior by providing easy access to information, reviews, and comparison options, which empower informed purchasing decisions. Social media and online advertising also shape perceptions and brand awareness, often driving engagement and loyalty. Additionally, personalized marketing tactics, such as targeted recommendations based on user behavior, effectively increase conversion rates. The convenience of online shopping has shifted consumer expectations, prioritizing speed and efficiency. Overall, digital platforms have transformed traditional consumer dynamics, leading to new shopping habits and influencing how brands engage with their audiences.