Digitalization means improving business processes by leveraging digital data and digital technologies. The process of moving from business to digital business, by bringing change in the business model with the help of digital technologies is digitalization.  The aim of this paper is to study the impact of digitalization on customers purchasing decisions. The study is carried out through surveys from 256 respondents. The data is collected between age group of 18-30 of south Mumbai. The findings revealed that digitalization has changed customers' perspectives towards online marketing. Due to the continuous availability of information on internet consumer has become a researcher and this has changed the attitude towards purchase decision process.

Keywords: Digitalization, Customer Purchase Decision, Business Model, Online Marketing.