E-commerce has transitioned from basic bartering to a complex, global system, significantly empowering consumers with vast choices and information. Price comparison and deals are primary motivators for online purchases, with mobile research being prevalent. However, concerns like shipping delays and product quality persist. AI is transforming e-commerce through personalized experiences, demanding ethical practices and data transparency. Businesses must invest in AI expertise and adapt to emerging technologies like AR/VR. Addressing algorithmicbi a sand ensuring privacy are crucial for trust. The interne thas fueled consumer power, leading to new business models and supply chain adjustments. Millennials are a key market, while younger demographics require further study. A strong online presence is now essential, mirroring the transformative impact of past technological revolutions. Retailers must prioritize understanding consumer behaviour, addressing concerns, and integrating AI ethically. Continued research into consumer motivations, ethical frameworks, and the socio-economic impact of AI is vital for navigating the evolving ecommerce landscape.