Electronic commerce has become an indispensable segment of contemporary business, resulting in a transformation of the way companies operate and how consumers access products and services. The focus of this study is on analyzing the impact of marketing aspects within the realm of electronic commerce, with a particular emphasis on the role of marketing in the digital business environment. Within the scope of the research, the concept of the marketing mix in e-commerce is thoroughly examined, with a specific focus on the four fundamental elements – product, price, distribution, and promotion – in the digital context. Additionally, consumer behavior in e-commerce has been analyzed, aiming to understand the factors influencing their purchasing decisions and interactions with online brands. Through this study, insights into key aspects of marketing strategies in electronic commerce are provided, emphasizing the importance of innovation, adaptation, and continuous monitoring of trends to ensure companies remain competitive and successful in the digital environment.

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