A comprehensive analysis of the factors determining consumer behavior in the platform economy has been carried out, with an emphasis on the processes of product selection on marketplaces. Behavioral patterns, typological differences in consumer practices, and motives for purchasing decisions have been studied. The empirical basis of the study is the data obtained during in-depth online interviews with active marketplace users. The consumers’ motives and preferences analysis reveals the key drivers of their behavior, which contributes to more accurate targeting of advertising campaigns, optimizing marketing budgets, and improving conversion rates. The results obtained have both theoretical significance for understanding the features of digital consumption and practical value for developing personalized marketing strategies and improving the UX design of platform interfaces. The findings of the study are applicable to increase customer interaction effectiveness and strengthen their loyalty and marketplaces competitive position in a dynamically developing digital economy. Special attention has been paid to consumer attitudes transformation under the influence of recommendation algorithms, as well as the role of digital trust and visual representation of products in shaping the final purchase decision.