The study aims to test the impact of customer expectations on purchasing behavior considering the digital transformation of business models. This study explores how customer expectations for electronic services provided in the Iraqi tourism sector have evolved and what impact these developments have on the electronic purchasing behavior of these customers. Five dimensions were used to measure customer expectations for electronic services in the tourism sector: service quality, information quality, order quality, service price, and customer service. The study uses an electronic questionnaire to measure the impact of customer expectations for electronic tourism services on purchasing behavior. The paper includes a survey conducted over three months from April 1, 2024, to June 30, 2024, targeting customers in the Iraqi tourism sector who use online booking services and thus represent a part of e-commerce. A survey was administered to a sample of 300 Internet clients. A statistically significant effect of customer expectations of e-services on purchasing behavior is indicated by the findings. This effect is primarily influenced by the information quality of e-tourism services, which in turn has a statistically significant effect on customer satisfaction, which in turn has a statistically significant effect on the purchasing behavior of tourism services. The findings provide light on the marketing approach that Iraq is using for its fast-expanding e-tourism industry, which is centered on preserving stability via improved management and cultivating long-term connections with customers.