AI-driven customization, personalized suggestions, and data-driven advertising tactics have revolutionized the online purchasing landscape with the development of E-Commerce 5.0. This study looks at how internet shoppers in Thoothukudi, Tamil Nadu, perceive and are satisfied with tailored purchasing experiences. 150 respondents provided primary data using a structured questionnaire as part of a descriptive study approach. Descriptive analysis, ANOVA, and independent t-tests were among the statistical methods employed to look at satisfaction levels and demographic effect. According to the study's findings, customers find AI-enabled ideas, customized discounts, and personalized recommendations to be practical and helpful, which enhances their enjoyment when they purchase. The findings also demonstrate that perception and happiness are unaffected by age or gender, suggesting that customization is uniformly accepted across all demographic groups. The study concludes that personalized shopping features positively influence customer satisfaction, repeat purchases and platform loyalty under E-Commerce 5.0, while emphasizing the need for transparency and trustworthy personalization for long-term consumer engagement..
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