An Analytical Study of Online Purchase Behaviour for Fashion and Beauty Products Among Gen Z and Millennials in Tier-II Cities.

The rapid growth of e-commerce has significantly changed purchasing behaviour for fashion and beauty products, especially among Gen Z and Millennial consumers in Tier-II cities. Increased internet access, smartphone usage, and digital payment systems have accelerated online shopping adoption in these regions. This study aims to analyze existing literature and secondary data to understand the factors influencing online purchase behaviour among these consumer groups. Key factors examined include price sensitivity, convenience, social media influence, online reviews, brand trust, and platform reliability. The study follows a descriptive and analytical research design based on a review of academic journals, industry reports, and credible online sources. The findings show that Gen Z consumers are strongly influenced by social media and trends, while Millennials focus more on product quality, brand reliability, and value for money. Overall, convenience, discounts, and return policies influence both groups, highlighting the need for targeted e-commerce marketing strategies.