E-commerce in Bangladesh has experienced remarkable growth and transformation over the past few years. The rapid growth of the e-commerce sector in Bangladesh has transformed the retail landscape, making it essential for businesses to understand the factors influencing consumer purchasing behavior. Data was collected from a diverse sample of online shoppers through structured surveys, focusing on different characteristics and user experience factors. By integrating advanced statistical techniques such as crosstab analysis, factor analysis, etc. the research offers a holistic approach to identify and analyze the impact of different variables on purchasing behavior in the Bangladeshi e-commerce sector. Among the nineteen (19) variables that were analyzed differentially, ten (10) variable was found to be significant for the e-commerce sector. The results highlight critical factors such as age, education level, marital status, monthly income, and occupation as primary drivers of purchase decisions. The variables were grouped into two categories namely ‘Demographic Influences’ and ‘Accessibility and Affordability’. The contribution of this study is that it integrates multiple characteristics – demographic, psychographic, behavioral, and value-based that were typically analyzed separately in previous researches. Additionally, this study systematically groups these variables into distinct and meaningful categories, an aspect not thoroughly addressed in the existing literature. Finally, this study provides Bangladeshi marketers and e-commerce businesses useful information that helps them to optimize their marketing strategies, tailor customer engagement efforts, and enhance overall customer experience in the rapidly growing digital market of Bangladesh.

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Mr. Md. Rasel Sarkar