In recent years, the expansion of e-commerce in Bangladesh has been nothing short of astounding, compelling conventional merchants to build online portals in order to preserve their market position. With a rising number of mobile users and extensive internet use among Bangladeshis, the online business sector has grown significantly. This study applies conjoint analysis to acquire a better knowledge of customer behavior and preferences in the clothing category, concentrating on six main aspects of online buying: shopping website, product line, form of payment, delivery time, pricing, and promotions. The shopping brand website is the most important of these qualities, according to the investigation, followed by the product type attribute. Interestingly, Aarong appears as the shopping brand with the greatest utility score, implying that it has a considerable effect on consumers' purchasing decisions. Price comes in third place, followed by delivery time and manner of payment. Promotions, on the other hand, have been shown to have the least influence on customers' online purchasing behavior. For online companies looking to draw in and keep customers, an understanding of consumer preferences and the factors that affect their decision-making is important. The study's conclusions provide useful information for companies engaged in Bangladesh's e-commerce sector. Online merchants may refine their tactics to increase customer satisfaction and acquire a competitive edge by taking into account the importance of shopping brand websites, product categories, pricing, delivery dates, and other factors.