E-commerce has transformed the retail landscape, with demographic factors playing a crucial role in shaping consumer behaviour during sales events. This study examines the impact of age, gender, income, and education on online shopping experiences among Indian consumers. Using a quantitative research approach, it employs binomial logistic regression and Principal Component Analysis (PCA) to identify key predictors of purchasing behaviour. Findings indicate that younger consumers (aged 24–30) and males are more actively engaged in e-commerce. While gender significantly influences a positive shopping experience, other demographic factors, including income and education, have minimal impact. The study highlights the importance of targeted marketing strategies based on consumer profiles. However, limitations such as gender imbalance in the sample and the model’s moderate explanatory power suggest the need for further research. Future studies should incorporate additional demographic variables to enhance predictive accuracy and optimize e-commerce strategies for diverse consumer segments.