The analysis of Consumer Purchase Behaviour is a highly coveted area of research within the Marketing analytics discipline. Its aim is to comprehend the purchasing tendencies of consumers, thereby facilitating the augmentation of firms' revenues and fostering an improved growth trajectory. In contemporary society, the scope of Marketing extends beyond conventional methods and strategies employed solely for promotional objectives. Instead, it encompasses a comprehensive comprehension of customers' preferences and behaviours, enabling accurate forecasting of their future actions. Companies that can achieve higher accuracy in their predictions are the ones that are at the forefront of global market trends. In fact, through a deeper understanding of market dynamics, these companies are able to create their own trends. The realm of e-marketing provides a prime opportunity to discern the effects of said techniques. This research will delve into the diverse tools and techniques employed in electronic marketing and subsequently evaluate the impact of consumer purchasing behaviour on these strategies. This research is grounded on a combination of primary and secondary data sources. To ensure its precision, statistical techniques such as factor analysis have been employed. The study has taken the pandemic situation into consideration and its distinctiveness lies in the recommendations it offers for enhancing business plans, with a particular focus on micro, small, and medium enterprises. The objective of this paper is to comprehend consumer behaviour within the realm of Emarketing