Many researchers have studied digital marketing and its impact on online purchases in recent years, few studies have been found related to textile products and its purchase in Karachi. The purpose of the study is to explore the impact of digital marketing towards online purchase. The relation is moderated by EWOM and Trust across the consumers of textile products in Karachi. This study is quantitative in nature and follows a deductive research approach. Stratified random sampling was used to select respondents from 6 districts of Karachi. The questionnaire was filled by 300 online shoppers. Data were analyzed by advanced statistical methods operated in Smart PLS and SPSS. The results disclosed that the DM has a significantly positive effect on online purchase of textile products. The moderating effect of trust is also established between the proposed relationships. But the moderator EWOM significantly weakens the proposed relationship. The results are discussed and recommendations are made for the target sector will be available. It is hoped that the research results will be useful not only for the target field in particular, but also for other fields in general. 

Keywords: Digital Marketing, Online Purchase, EWOM, Trust, Karachi, Textile Industry.