The digital revolution has significantly changed the consumer behaviour and purchasing patterns. The widespread use of the internet, smartphones, and social media platforms has transformed the way consumers search for information, evaluate alternatives, and make purchase decisions. This conceptual study aims to examine changes in consumer behaviour in the digital age with a specific focus on online purchase decision-making. By reviewing existing literature, the study explores key factors influencing online consumer behaviour, including psychological, social, technological, and economic factors. The paper also discusses the stages of the online purchase decision-making process and challenges faced by digital consumers. The study concludes that digital technologies have made consumers more informed, empowered, and demanding, requiring marketers to adopt customer-centric and technology-driven strategies.