Objectives. In this paper, consumer behaviour is analysed following the criterion of behavioural economics and how it affects digitalisation, and the current change in consumer trends. Methodology. It is based on a search of behavioural economics studies and theories arising within this field, such as the Nudge Theory. Having gained an understanding of consumer behaviour, this was taken to the digital arena and the different ways of obtaining information from users to learn about their behaviour in this area and its impact, were analysed. Results. By studying behavioural economics, the conclusion was that there are differences with classical economics, which asserts that people’s decision making is rational, while behavioural economics argues that we are influenced by many aspects. This taken to the world of digitalisation translates as the great importance to companies of collecting data from users in order to learn about them and be able to predict their behaviour. Limitations. There are few studies on behavioural economics within the digital field, and there is less information on consumer behaviour online as offline.