Online marketplaces fundamentally change consumer behavior by offering unprecedented access to products and services. They create more informed consumers by providing detailed product information, customer reviews, and price comparisons. This transparency enhances competition among sellers, often resulting in better prices and improved service quality. Additionally, the convenience of online shopping encourages impulse buying and can result in increased consumer spending. Moreover, data-driven recommendations personalize shopping experiences, influencing purchasing decisions and loyalty. As such, online marketplaces reshaped the retail landscape, emphasizing the importance of a robust digital presence for businesses.