Purpose: The study examined how young urban consumers in Gaborone, Botswana, navigate digital shopping platforms, focusing on decision-making processes, experiences, and engagement with online sellers.

Methodology/Design: A qualitative approach was employed, using semi-structured interviews with 20 purposively selected young consumers who actively shop online. Data were analyzed thematically, with trustworthiness ensured through pretesting, member checking and maintaining an audit trail.

Findings: Four themes emerged for each objective. For decision-making, participants emphasized price sensitivity, product quality and authenticity, convenience, and social influence. Regarding experiences and engagement, trust and security, lifestyle motivation, emotional satisfaction, and communication with sellers were key factors influencing online interactions.

Implications: The study highlights the importance of trust, user-friendly platforms, social influence and responsive communication in shaping youth engagement in e-commerce. These insights can guide online retailers, marketers, and policymakers to improve platform adoption and consumer satisfaction.