The purpose of the article is the argumentation of key aspects of the integration of theories of consumer behavior into the strategy of electronic marketing. In modern conditions, the digitalization of marketing requires a deeper understanding of consumer behavior in the online environment in order to develop effective strategies. Key theories, such as decision-making theories, motivational models, and the influence of social factors on consumer choice on the Internet, are discussed. Special attention is paid to the psychographic and demographic characteristics of the target audience, as well as the analysis of factors such as personal preferences, habits and emotional reactions that affect the buying process on the Internet. The importance of using these theories to create personalized marketing strategies that can significantly increase customer loyalty and improve conversions has been established. Methods of collecting and analyzing data on consumer behavior, such as behavioral analytics and A/B testing, and their role in optimizing advertising campaigns are argued. The main results substantiated that the integration of theories of consumer behavior in electronic marketing contributes to more accurate forecasting of customer needs, improvement of user experience and increase in effectiveness of strategies.