AN EVALUATION OF E COMMERCE METRICS AND VIRTUAL BUYER DECISION IN CHENNAI

Abstract
Currently, digital advertising and marketing play a crucial role in the collaboration of any company, as
they boost profits and facilitate the expansion of businesses by reaching a global audience. Digitalization
plays a crucial role in modern marketing by implementing a strategy that relies on the virtual
advancement of the business, resulting in cost reduction and global reach. Clients make purchasing
decisions frequently, and a variety of additives can influence the customer's choice. Various internet
programmes, Wi-Fi programmes, and digital devices have become essential in the everyday lives of
numerous users worldwide. Customers are more involved in the design and development of the products
and services they purchase, transferring responsibility from the producer to the buyer. The usage of
cellular cell phones is increasing, leading to a growth of web clients. These customers are spending more
of their time on their phones, contributing to the expansion of web usage.