ABSTRACT:
This study explores the evolving landscape of consumer behavior towards e-commerce for
textile products in Assam, a region rooted in traditional weaving practices yet increasingly
exposed to digital transformation. Drawing on secondary data and qualitative content
analysis, the research identifies key determinants of online purchasing behavior including
trust, convenience, digital literacy, demographic attributes, and perceived risk. Special
attention is given to traditional textile hubs like Sualkuchi, which possess rich cultural
significance but face challenges such as inadequate digital infrastructure, limited awareness,
and resistance to change among small and medium textile enterprises. Findings reveal that
while young, urban consumers show higher engagement with online platforms due to
technological familiarity and perceived ease, rural populations remain cautious. Trustbuilding elements, such as secure transactions, clear return policies, and website credibility,
are critical in influencing online textile purchase decisions. The COVID-19 pandemic
accelerated digital adoption but also exposed systemic gaps in readiness. The study
emphasizes the importance of government intervention, infrastructure enhancement, and
targeted digital literacy initiatives to bridge the e-commerce divide and unlock new economic
opportunities for Assam’s textile sector.
KEYWORDS: E-commerce, Trust, Textiles, Digitalization, Sualkuchi