E-Commerce represents the cutting edge of success in this digital age as a symbol of globalization and in many ways its leading feature. E-Commerce stands for the process of buying and selling products and services on the Internet. The electronic payment and cash on the delivery system are available on the online seller website. The shift from traditional business to e-business implies a transition in marketing strategies as well. Organizations must adapt their marketing strategies to the new business environment soas to remain competitive in the market. With the emergence of the internet, e-business has also aroused the concept of e-marketing or digital marketing. Digital marketing is the promotion of products or brands via one or more forms of electronic media. It is a marketing that makes use of electronic devices to engage with stakeholders. It is conducted through various digital marketing tools, the most popular being search engine, comparison websites, email marketing, seller’s websites, customer reviews, online advertisement, and mobile advertisement. Each of those tools has a different reach and specific impact on customers according to the way it is used. Therefore, knowing the right combination of tools to be applied to a particular category is a real advantage for organizations. The online retail sector is a growing market that offers many opportunities. Thus the competition in the sector is very high. In this scenario, online retailers are using different strategies to differentiate themselves from each other. Among the means used, there are digital marketing tools. The study aims to understand the impact of digital marketing tools used on the customer's purchase.