E-commerce has revolutionized the retail landscape, fundamentally altering consumer behaviour and business strategies. This study explores key trends in e-commerce, including the rise of mobile commerce, social commerce, and the adoption of artificial intelligence (AI) to enhance user experiences. It also examines consumer behaviour shifts, such as increasing demand for personalization, ethical consumerism, and seamless omnichannel experiences. The proliferation of smartphones and high-speed internet has fuelled the growth of mobile commerce, enabling consumers to shop anytime and anywhere. Social media platforms now play a significant role, serving as both marketing channels and direct sales platforms through integrated e-commerce tools. Additionally, AI and machine learning are transforming how businesses interact with customers by offering personalized recommendations, chatbots for instant support, and dynamic pricing strategies. On the consumer side, trends such as sustainability awareness, preference for local and ethical brands, and the expectation of faster delivery are reshaping purchasing decisions. Convenience, transparency, and trust have become pivotal in retaining consumer loyalty. Furthermore, the rise of “phygital” (physical and digital) experiences blurs the lines between offline and online shopping, offering customers a cohesive shopping journey. This research underscores the necessity for businesses to stay agile and adapt to evolving consumer expectations, leveraging technological advancements and data analytics to remain competitive. Understanding these trends is crucial for businesses aiming to succeed in the rapidly changing e-commerce landscape, ensuring they meet the needs of increasingly tech-savvy and socially conscious consumers.