Abstract The birth of the internet provided customers with a whole new experience in terms of acquiring information, comparing items or pricing, and the ability to make purchases via the internet. As a result, online consumer behaviour is a crucial element for marketers to consider. Marketers must understand how, where, and why consumers behave online in order to forecast their online behaviour. This research will look at a variety of studies to see what online channels customers utilise at different stages of the buying decision process (BDP). The decision will then provide a better understanding of why and how online shoppers make buying decisions (BDP). It will aid in the development of a revised and more successful marketing strategy. Customers' perceptions of online shopping in terms of the value of the items to be purchased were explored in this study work.