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Sammanfattning: This study aims to explore consumer behaviors and purchase decisions in e-commerce within the fashion industry. E-commerce has grown significantly in Sweden over the past years and the fashion industry has experienced rapid growth in e-commerce, becoming an important aspect of consumers' purchasing habits. To fulfill the purpose of the study, a quantitative method with "qualitative assessments" was used, and a questionnaire survey was designed and sent to university students in Borås University which is located in Sweden. A total of 201 respondents participated and answered the survey that was sent to their email through a platform the University of Borås provides. The results of the respondents provided information that there are some factors that affect their consumption behavior and how they take decisions when purchasing clothes online. Factors such as price, quality of clothes and a website's comfort were essential for the respondents’ consumption behavior in their purchasing decisions-making process. Other findings were that feedback and review from other consumers online can have a significant impact on other consumers' decisions, especially regarding factors such as quality, fit and credibility. Therefore by contributing to a better understanding of consumer behaviours and purchase decisions in e-commerce within the fashion industry, this study can help e-commerce companies develop more effective strategies to meet customers' needs and demands. The results of this study can also contribute to the ongoing societal debate in Sweden regarding the impact of digitalization on the retail industry. This study will be written in Swedish.