In the r ecent past and even today, we are e xperie ncing t he changes in t he buying behavior, which rate s hi gh among y outh. Consumer’s buying behavi oral aspect keeps c hanging when it comes t o t he price, feat ure s, products, qualit y, packaging, delivery and payment and so on. However, youth is t he most complic ated group to be in contact with. The buying pattern is affe cte d due to t he changes i n the preference of y oung people because t hey follow a rhythm of fashion and taste according to the changi ng t ime. Hence, t he marke ter has to spend some cores and invest e very year t o identify t he buying behavior of t he y outh. The pre se nt generation is more fascinated with inte rnet shopping t han conve ntional shopping. This pape r highlights t he i mpacts of digit al market ing and the in uence on buying behavi or of youth. Conve nience sampling method was used to se lec t the sample of 50 youth from Tuticorin t own. The main factors in uencing and creati ng i mpact on youth are acce ssibi lit y, low pric e, v ari ety see king and t hey can shop at anytime from anywhere, and all these fact ors has changed the perspectives of t he market ers today.