This study's primary goal is to identify the variables influencing consumers’ electronic behaviour while selecting the pharmacy in Amman with which to do business. Alternative medications, reference groups, and the degree of trust in the chemist are some of the characteristics to which the initial study was exposed. These variables are included in the independent study. The dependent variable is the purchasing behaviour of electronic consumers. A randomly selected sample of Amman's consumers was given a questionnaire created by the researchers. The questionnaire was divided into two sections: the first contained personal data on the sample members, and the second had paragraphs outlining the criteria that customers used to select the drugstore. The sample size was 427 people. The study's findings demonstrated that the availability of medications, reference groups, and pharmacy layout all had an impact on customers’ pharmacy selection behaviour at a statistically significant level (α < 0.05). The responsible chemist should focus on his capacity to draw clients and increase their degree of contentment, according to one of the study's recommendations.