This research aims to analyze the financial behavior of Indonesian citizens in online shopping with a focus on average spending and the factors that influence it. The research method used is secondary data analysis from the 2023 Internet Penetration and Behavior Survey report presented by the Indonesian Internet Service Providers Association (APJII). The findings of this research indicate that the majority of respondents (77.02%) spent less than IDR 500 thousand in online transactions, while factors such as consumer preferences, transaction security, the influence of digital advertising, and the availability of payment methods also influence online shopping behavior. The research conclusion shows that even though online transactions are growing, there are still several consumers who are not actively using e-commerce services. Therefore, strategic recommendations involve e-commerce business players, payment service providers, and the government to increase e-commerce penetration, improve transaction security, and optimize digital marketing to expand the consumer base.