International Journal of Scientific Research and Engineering Development

E-commerce, or electronic commerce, has transformed the way consumers and businesses interact in the internet era. It is the process of buying and selling products and services using electronic platforms like the internet and mobile networks. This paper provides a conceptual synthesis of e-commerce through the integration of theoretical models, consumer behavior knowledge, and emerging platform-based research. It delves into the development, business models, advantages, disadvantages, and future horizon of e-commerce, with special reference to consumer behavior across sites such as JD.com, Taobao, Pinduoduo, and Tmall. The research also examines the roles of evolving technologies like analytics, mobile commerce, and social media as drivers in defining the e-commerce ecosystem.