The widespread use of social media is altering the way consumers make purchases in various countries and regions. However, consumers in a developing area like Chhattisgarh tend to be hesitant when it comes to taking risks, making the impact of social media on their online purchasing habits a crucial area of focus for marketers and researchers. Unfortunately, there is limited research on this topic. This study aims to explore the buying behaviors of consumers who purchase clothing through e-commerce on social media platforms. The sample consists of 404 randomly selected consumers from Chhattisgarh. The main factors that drive consumers to purchase clothing through e-commerce on social media include the desire for information, perceived risk, and trust. The results of the study, based on an SPSS 22 analysis, indicate that social media has a moderate to significant impact on online apparel purchasing in Chhattisgarh, with trust being the most significantly impacted factor, followed by perceived risk and information-seeking behavior.