Marketing around the digital environment, the customer’s buying behavior may not be influenced or controlled by the brand and the company, when making a purchase decision that could involve search engine interactions, recommendations, online reviews. and other information. With the rapid separation of the digital device environment, people are more likely to use their mobile phones, computers, tablets, and other digital devices to gather information.
In other words, the digital environment is having an increasing effect on the consumer’s mind and purchasing behavior. In an online shopping environment, the interactive decision can influence the customer’s decision-making process. Every customer is becoming more interactive and while online reviews, customers can influence the behavior of other potential buyers.  Also, not just those reviews, people trust more information about other people’s posts about praised products on social media. Common problems in the past will be shown and some business solutions or comments will be attached for customers’ reference. 
Subsequently, risk and trust would also be two important factors that influence people’s behavior in digital environments. The customer considers switching from one electronic channel to another, because it is mainly influenced by the comparison with offline shopping, which implies increased security, financial and performance risks In other words, a customer who buys online You can take higher risks than people who shop in stores. There are three factors that can influence people to make the purchase decision. First, people cannot examine whether the product meets their needs and wants before receiving it. Second, the customer can worry about after-sales services. Finally, the customer may fear that they do not fully understand the language used in electronic sales. Based on these factors, the customer perceives risk as an important reason to influence online shopping behavior. [2. 3]
Online retailers have placed a lot of emphasis on the aspect of customer trust, trust is another way to drive customer behavior in the digital environment, which can depend on customer attitude and expectations. In fact, the company’s design or product ideas cannot meet customer expectations. The customer’s purchase intention is based on rational expectations and also affects emotional confidence. Additionally, those expectations can also be set in product information and others’ review. 
Consumers find a product of interest by visiting the retailer’s website directly or by searching through alternative providers using a shopping search engine. Once a particular product has been found on the seller’s website, most online retailers use shopping cart software to allow the consumer to accumulate more items and adjust quantities, such as filling a physical shopping cart. or a car in a conventional store. This is followed by a “checkout” process (continuing the physical store analogy) in which payment and delivery information is collected as needed. Some stores allow consumers to sign up for a permanent online account, so some or all of this information only needs to be entered once. The consumer typically receives a confirmation email once the transaction is complete. Less sophisticated stores can rely on consumers to phone or email their orders (although full credit card numbers, expiration date, and card security code  or bank account and The routing number should not be accepted by email, for security reasons).