E-commerce in the food sector requires a deeper understanding of consumer behavior and preferences in online food shopping. This study examines the factors influencing online food purchasing behavior in Brazil, focusing on sociodemographic characteristics, socioeconomic factors, gender differences in perceived Internet safety, and the relationship between Internet security and purchase frequency. Four hypotheses were developed based on a literature review of the evolution of the Internet, consumer behavior in e-commerce, and the critical factors affecting online purchasing decisions. The hypotheses tested the influence of sociodemographic and socioeconomic characteristics on online shopping intention and frequency, gender differences in perceived internet safety, and the relationship between internet security and purchase frequency. The study also sought to understand consumer behavior regarding food product categories, digital platforms, purchase frequency, and factors driving online and traditional food shopping preferences. A survey was conducted to collect data from Brazilian consumers. The findings provide visions for marketing practices in the food sector to develop effective e-commerce strategies and adapt to evolving consumer purchasing habits in the digital age. This study contributes to the growing body of knowledge on online food consumer behavior and offers practical implications for businesses operating in the e-commerce food market.