The consumer's buying pattern changes faster in a customer-centric market environment. Consumer behaviour varies in terms of product, price, features, quality, packaging, purchasing behaviour, status, generation, age of the customer, etc. However, the most difficult group to correspond with is the youth. The changing preferences of today's youth influence the buying pattern as they mostly follow the rhythm of fashion and taste according to the changing times. Therefore, marketers spend crores of rupees and invest too much time every year in market research to identify and predict the changing behaviour of the youth. Digital marketing now poses many challenges for marketers in the retail segment. The current generation is more fascinated with online shopping than conventional shopping. Marketers are forced by the pressure of the buying behaviour of the young generation to introduce an innovative way of selling. Buying behaviour and behavioural patterns of the youth have an equally greater impact on the buying behaviour and therefore in this study “The main issue we focus on is digital marketing and its impact on the buying behaviour of the youth. The study shows that the majority of young people of the current generation have access to digital media, but lack the awareness of its optimal use.