The factors influencing online buying behavior have evolved significantly in both the global and Indian contexts. This abstract provides an overview of the key determinants that affect consumer behavior when making online purchases in the world and India. Worldwide, the adoption of e-commerce has witnessed exponential growth, accelerated by technological advancements and shifting consumer preferences. In the global context, convenience, price, trust, and product information are universal factors influencing online buying behavior. These elements continue to shape consumer choices, with convenience and competitive pricing playing pivotal roles. However, the impact of these factors can vary based on regional, cultural, and demographic differences. In India, a rapidly emerging digital market, the factors affecting online buying behavior are influenced by both global and local dynamics. In addition to convenience, price sensitivity, and trust in e-commerce platforms, factors such as regional diversity, language preferences, and socio-economic disparities play a significant role. Furthermore, India's unique market features a strong influence of social media, with consumers relying on online reviews and social endorsements in their decision-making process. In both the global and Indian contexts, the trustworthiness of online retailers, data security, and the availability of reliable product information remain critical concerns. While consumers around the world are increasingly turning to online shopping for its convenience, India's dynamic market presents a blend of traditional and modern shopping practices.

KEYWORDS: Online Buying Behavior, Consumer Behavior, E-Commerce, Emerging Digital Market.