This study investigated the impact of digital marketing on customer purchasing behaviour in Abuja utilizing selected digital marketing variables/proxies such as social media marketing, email marketing, and website UIUX. The research was conducted in the form of a qualitative assessment of past studies on the issue. Twenty-two (22) studies were reviewed, searches were largely undertaken in CORE, Web of Science, Statista, Academia, Research Gate, and Google Scholar.  The review concentrated on how digital marketing, through various variables/proxies, influences customer buying decisions. According to the study, digital marketing through social media marketing has a 77% favourable impact on consumer buying behaviour. The remaining components, on the other hand, had a negative and mixed significance of 14% and 9%, respectively. The theoretical and empirical literature reviewed in this study indicated that indeed consumer buying behaviour is influenced by digital marketing.