YOUTH AND E-COMMERCE: DECODING THE DNA OF THE DIGITAL SHOPPER

Introduction: The study aimed to explore how e-commerce shapes the purchasing trends and preferences of this demographic, with a focus on elements such as trust, user experience, website usability, and personalized services. Methodology: A systematic review of the literature was carried out, according to the PRISMA guidelines. The search considered the Scopus, Web of Science and ScienceDirect databases. The selection process yielded 55 articles, published between 2004 and 2023, which were rigorously analyzed to extract pertinent information. The articles were evaluated for quality and relevance, ensuring the inclusion of high-impact academic and scientific journals. Results: Our findings reveal a dynamic and evolving relationship between e-commerce and the digital purchasing behavior of young consumers. Discussion: Key factors influencing this behavior include trust in online platforms, the quality of the user experience, the usability of websites, and the provision of personalized services. Conclusion: The study highlights the rising importance of social media in e-commerce, noting its role in building trust and enhancing customer experience. Furthermore, the review underscores the need for e-commerce strategies that align with young consumers' preferences, emphasizing convenience and speed.