This paper evaluates the impact that the knowledge of nudge theory, digital nudging, and
the study of behavioural economics, has had on understanding e-commerce consumer
behaviour. Owing to the pandemic, and other conveniences of online shopping being
made more aware of, the global increase in online shopping rose by 24.1% from $3.46
trillion to a stooping $4.29 trillion (young, 2021). This numerically provides evidence of the
relevance that study in this area might provide. Humans are considered to have a few
inherent biases/ hindrances that make them less rational. Against the assumptions of
neoclassical economics which assumes complete consumer rationality, cognitive
limitations constrain human judgement and choice, people occasionally make choices that
are against their own interests and people are often altruistic. This study delves into the
understanding of various biases or heuristics that producers/firms use to create nudges
and influence consumer behaviour. Availability, representativeness, and anchoring and
adjustment heuristics are the specific biases discussed in this paper.