This study explores the factors influencing consumer behavior towards digital marketing and online shopping in rural areas, specifically in Erode and Namakkal Districts. Utilizing exploratory factor analysis (EFA) on data gathered from 280 respondents through a convenience sampling technique, the research identifies key dimensions affecting online shopping behavior. The findings reveal four primary factors: Digital Marketing Influence and Purchase Decisions, Trust and Shopping Preferences, Accessibility and Digital Engagement, and Social Influence and Urban-Rural Divide. The study shows that promotional offers, online reviews, and awareness play a significant role in consumer decision-making. Trust concerns, such as fraud fears and payment preferences, along with infrastructure limitations like slow internet, also impact purchasing decisions. Additionally, digital marketing's effectiveness is influenced by internet accessibility, regional language ads, and digital literacy. Social factors, including word-of-mouth and geographical disparities, further shape consumer behavior. Based on these insights, the research suggests that businesses focus on enhancing trust through secure transactions, promote localized content, and address infrastructure challenges to increase consumer engagement. Leveraging influencer marketing and offering omnichannel shopping experiences can further boost online sales. This study provides valuable insights for businesses targeting rural consumers, helping them craft more effective, consumer-focused digital marketing strategies that cater to the unique preferences and challenges of rural markets.