My thesis is about The Impact of Social Media on Consumer Behaviour in E-Commerce, is to explore how social media platforms affect consumer choices in the fast fashion industry. It investigates the influence of influencers, targeted advertisements, and other social media content on online shopping behaviors. This study highlights the power of visual content on platforms like Instagram, TikTok and others in driving fast fashion trends. The findings focus on identifying key motivators that prompt users to make purchases and how they engage with fast fashion brands online. the Thesis explores consumer behavior towards fast fashion and how fast fashion aligns with their values. The research provides insight into the modern e-commerce landscape, where social media plays a pivotal role in shaping fashion consumption.