The principle motive of this research is to investigate digitalization and online consumer buying behavior because electronic transactions are increasing through different shopping platforms very rapidly. To conduct this study, I approached 300 respondents to survey the main cities of Pakistan. The sample consists of those people who prefer to use digital platforms for shopping for various products, especially in the Fashion Industry. As we all know Fashion industry is digitally growing rapidly mainly after this pandemic period. Now mostly citizens are avoiding visiting public places, marts, stores, etc., for shopping. From which 256 were selected considered as usable for analysis. The collected data was analyzed through different methods by using statistical tools like reliability test, hypothesis testing, correlation test, regression test, respectively. As a result, consumer buying behavior is affected by the factors involved in purchasing like time, availability, quality, and so forth. While risk factors haven't had any impact on online consumer purchase behavior. The effective utilization of digital platforms helps in increasing the sales of the company. The study further revealed that the majority of individuals previously shopping through the internet are also really likely to buy through the digital platform. Consumer buying behavior is also influenced by the security and privacy issues to make a purchase online. Thus, some customers still feel hesitant while making online purchasing because they thought the digital system for payment and transactions is insecure. But the study shows that there is no impact of any risk on consumer buying behavior according to the survey.