The objective of this study is to determine the moderating effect of demographic variables (age, gender, income) on the relationship between digital marketing and online shoppers’ purchase intention. This will be conducted as a field study in the city of Amman (Jordan). The objective is to analyze the effect of digital marketing on online shoppers’ purchase intention using independent variables such as perceived ease of use, perceived usefulness, perceived enjoyment, perceived trust, and perceived risk. The study designed a questionnaire based on previous studies and distributed it to 520 respondents from the study population. Only 423 participants were valid for this analytical descriptive study. The study used SPSS 25 and AMOS 24 to analyze the data. A number of recommendations can be drawn from the findings of the study, the most important of which are: The elements of the results indicate that digital marketing has a statistically significant effect. Taken together, all of its dimensions have an impact on online shoppers’ purchase intention. Therefore, companies should consider developing informative content that shows how products solve problems or improve the lives of customers and provide interactive and entertaining shopping experiences through various forms and elements of social media to improve their business.