ONLINE SHOPPING AMONG YOUNG GENERATION IN MALAYSIA

 Online shopping has gained immense popularity due to the ease and convenience it offers consumers. By eliminating the need to visit physical locations, online shoppers can browse and select products directly from websites. This study highlights that the primary driver for the young generation in Malaysia is the convenience factor, specifically the ability to shop 24 hours a day, which overcomes the time limitations associated with traditional brick-and-mortar stores. The paper explores the shift in consumer behavior as digital platforms simplify the entire search-and-purchase process.