Exploring Consumer Buying Behaviour in Online Retail: A Cross Platform Analysis of Amazon and Flipkart in Sagar City

Consumer behaviour has shifted dramatically as a result of the advancement of digital technology, particularly in the retail sector. This study examines the impact and patterns of online purchase among customers in Sagar City, Madhya Pradesh, with a focus on two significant e-commerce sites: Amazon and Flipkart. This study attempts to better understand consumer preferences, the factors that drive platform selection, and the challenges that come with online shopping as digital alternatives pose a greater threat to physical retailing. Structured questionnaire was used to collect primary data from a sample of 302 local consumers using stratified random sampling. Secondary data was gathered from books, journals, websites, and government papers to help support and validate conclusions. According to the analysis, the COVID-19 outbreak has had a significant impact on consumer purchasing behavior, convenience, affordability, digital payment options, and return policies. Along with the major disadvantages, such as concerns about product quality, delayed deliveries, and trust issues, it emphasizes the benefits of online buying. The findings show that an increasing number of Sagar City demographic groups prefer to shop online, with platform preferences influenced by product variety, special offers, and return policies. The study provides marketers, policymakers, and e-commerce platforms with valuable information to improve online shopping experiences and clos e present customer satisfaction gaps. Keywords: Online Shopping, Consumer Behaviour, Amazon, Flipkart, E-commerce