In order to determine the primary elements affecting online purchase decisions and assess the significance of customization in influencing consumer behavior, this study looks at how digital marketing strategies affect customers’ purchasing behavior during online shopping. Two research questions formed the basis of the study: (1) what are the main factors affecting consumers’ decisions to purchase online, and how do these factors’ effects differ depending on the kind of product? (2) how can online purchasing be more successfully adapted, and how does this adaptation impact consumer behavior? The findings support the first hypothesis (H1) and demonstrate a strong correlation between the kind of product and the factors influencing online purchase decisions. These factors included price, brand reputation, customer reviews, and the online platform’s usability. The effects of these variables, however, were significantly depending on the kind of product; for consumer goods, pricing and customer reviews had a bigger influence, but for hedonistic items, brand reputation was more important. On the other hand, the evidence does not support the second hypothesis (H2), which claims that customization has a major impact on consumers’ purchase decisions. Customers’ purchase decisions were not significantly impacted by personalization tactics like targeted advertising and individualized product recommendations. While personalization makes buying more enjoyable, it might not always have a direct influence on consumer behavior. This research adds to our understanding of online shopping digital marketing methods and provides insightful information for enhancing digital marketing tactics for better outcomes. Future studies have to take into account other factors that might improve the efficacy of customization techniques.