According to the key role of digital marketing in internet-based sales, as well as businesses' attempts to optimize their profits, businesses also need to consider different types of strategies in the modern competitive market. This study aims to evaluate the digital marketing strategies of the customers in online shopping and to evaluate the digital marketing strategies in this context. For this reason, first of all, the conceptual structure and important aspects of digital marketing are discussed. The general structure of the study includes emphasis on the perspective of digital marketing managers and how businesses should intensify their digital marketing efforts to increase their market share. In addition, digital marketing managers can better benefit from positive results when they correctly understand the factors that affect customers' purchasing behavior. All customers are affected by various elements of digital marketing in some way, and it can be said that the decisions of the customers largely depend on these elements. In addition, when it comes to digital businesses and internet sales, the correct use of digital marketing will be an important requirement for success and sales guarantee. This study is also important in terms of forming the infrastructure of empirical studies.