The present study was conducted with the aim of investigating the impact of digital transformation strategies on consumer purchasing behavior. This research is an applied research and descriptive-survey-analytical method. The statistical population includes customers who have purchased from the Kourosh online store in 1403 and sampling was carried out in a non-random manner. Data were collected using a questionnaire and statistical analyses were performed using Smart PLS 3.0 software. The results of the hypothesis test showed that the use of digital marketing channels has a positive and significant impact on consumer purchasing behavior. The first hypothesis, which addressed the impact of content marketing, was confirmed (path coefficient 0.45). The second hypothesis regarding mobile marketing also showed a positive and significant impact with a path coefficient of 0.38. The third hypothesis, which referred to the impact of affiliate marketing, was also confirmed (path coefficient 0.32). Finally, the fourth hypothesis, which examined the impact of retargeting marketing, showed the strongest impact on consumer purchasing behavior with a path coefficient of 0.50. The results of this research indicate that digital transformation strategies, especially content marketing, mobile marketing, affiliate marketing, and retargeting, effectively influence consumer purchasing decisions and can be effective in improving brand performance and increasing consumer engagement with brands and products.