As digital commerce continues to reshape the landscape of consumer interactions and transactions, understanding the intricacies of consumer behavior becomes imperative for businesses and scholars alike. This review research paper provides a comprehensive examination of consumer behavior in the context of the digital era, employing a comparative analysis approach to highlight key trends and variations across diverse sectors and geographical regions. The study synthesizes existing literature, incorporating insights from various disciplines such as marketing, psychology, and technology, to construct a nuanced understanding of how digital commerce influences consumer decision-making processes. Special attention is given to the impact of emerging technologies, social media, and e-commerce platforms on consumer preferences, attitudes, and purchasing patterns. Through a meticulous comparative analysis, the paper delves into cross-sectoral variations, considering the distinct characteristics of industries such as retail, travel, and services. Additionally, regional nuances are explored to shed light on the cultural and economic factors that shape consumer behavior in different parts of the world. The review identifies key drivers and challenges faced by consumers in the digital realm, emphasizing the role of trust, security, and personalization in shaping online consumer experiences. Furthermore, the paper discusses the evolving nature of customer-brand relationships and the implications for businesses seeking to adapt and thrive in the digital age. By synthesizing diverse perspectives and drawing upon the latest research, this paper offers valuable insights for practitioners, policymakers, and researchers aiming to navigate the complexities of consumer behavior in the dynamic landscape of digital commerce. The findings contribute to the existing body of knowledge and provide a foundation for future research endeavors in the rapidly evolving field of consumer behavior in the digital era.

KEYWORDS: Digital Commerce, e-Commerce, Consumer Behavior, Technology, Digitalization.