People who buy online are generally high-level. College students are more sensitive to online things and more receptive to online shopping. They have become a new force in online shopping and have great potential. At the same time, with the popularity of online shopping, the number and scale of online shopping users are increasing, and online goods are becoming more and more daily. In contrast, the group expansion of online shopping for clothing daily necessities is more obvious. In addition, electronic digital products are the second best-selling products in online shopping.

In the process of college students' online shopping, there is a situation that "one family is dominant and a hundred schools of thought contend" in the choice of website. Among them, "one monopoly" naturally refers to Taobao, followed by Dangdang, JD.COM Mall, Ke Fan and other commodity websites. Dangdang mainly has advantages in purchasing books, JD.COM Mall is competitive with its good reputation of electronic products, and Ke Fan mainly has more casual clothes. From the perspective of gender differences, there will be differences in consumption behavior between men and women due to differences in consumption preferences, consumption habits, social expectations and consumption patterns. According to the survey statistics, both the total number of online shoppers and the amount of consumption, women far exceed men, indicating that women are more inclined to online shopping. In the choice of goods, in addition to the factors of the goods themselves, factors such as business reputation, express delivery speed and favorable rate will affect students' choice of goods. In terms of online shopping returns, most people have the experience of returning goods. In addition, compared with female online shoppers, boys are more rational in shopping behavior and return less goods.