This study examined the effectiveness of digital marketing on consumer buying behaviour towards online shopping among women employees working in the Information Technology (IT) sector in Chennai. With the rapid growth of digital technologies and the increasing adoption of online shopping platforms, it has become essential to understand the effectiveness of digital marketing strategies in influencing consumers' buying behaviour. The study examines the determinants of digital marketing effectiveness among women IT employees towards online shopping in Chennai. A sample of 259 women IT employees in Chennai was selected for the study, which is classified as descriptive in nature. The questionnaire serves as the study tool for data collection. The convenience sampling approach is employed to pick respondents for the study. Exploratory Factor Analysis and One-Way ANOVA are the statistical procedures employed. Cronbach's alpha is employed to assess the reliability of the study. SPSS Version 25 is utilized for data analysis. The reliability of this study is determined to be 0.862 (86.2%). The factors influencing digital marketing effectiveness towards online shopping include social media marketing, online advertising, influencer marketing, content marketing, and email marketing. The key aspects of digital marketing effectiveness towards online shopping include product promotions on social media platforms, informative online advertisements, influencer recommendations, informative digital content, and promotional email communications. Notable effects of age, work experience, monthly income, online shopping frequency, and online shopping experience on digital marketing effectiveness have been documented.