Social media has become an important factor influencing consumer shopping behaviour in India, including in western Odisha. These platforms like Facebook, Instagram, YouTube and WhatsApp have revolutionized how consumers find products, inform about brands and make purchases. In western Odisha, where westernization exists along with the culture of price-sensitive and community-oriented consumers, social media has a significant influence on awareness creation, building trust, impulse buying and purchase intention. This paper discusses the impact of social media on the shopping behaviour and analyzes the awareness of products, impact of influencers, peer recommendations, rural–urban differences, value perception, and the shifting patterns of digital consumers in the region. The study was conducted using secondary data gathered from the latest literature and empirical studies on social media marketing and digital consumer behaviour in Odisha and India. The results indicate that social media is no longer just a promotional medium but is also a behavioural and cultural influence that affects the consumer choices in western Odisha.