Perilaku konsumsi e-commerce di Indonesia berkembang secara dinamis seiring akselerasi transformasi digital, namun kajian empiris mengenai determinannya dalam konteks kota menengah masih terbatas. Kota Solo dengan karakteristik unik berupa dominasi transaksi berbasis pesan instan dan ekosistem UMKM yang kuat, menjadi konteks yang relevan sekaligus belum tereksplorasi secara memadai dalam literatur. Penelitian ini bertujuan menganalisis pengaruh pendapatan, pekerjaan, pendidikan, usia, gender, status perkawinan, jumlah anggota keluarga, dan literasi keuangan digital terhadap perilaku konsumsi e-commerce masyarakat Kota Solo. Pendekatan kuantitatif dengan metode survei digunakan terhadap 158 Responden yang dipilih melalui purposive sampling, dengan analisis regresi logistic. Hasil penelitian menunjukkan bahwa secara parsial variabel pendapatan, pekerjaan, pendidikan, dan status perkawinan berpengaruh positif dan signifikan, dengan literasi keuangan digital. Sementara itu, variabel pendapatan, pendidikan, usia, gender, status perkawinan dan jumlah anggota keluarga tidak berpengaruh signifikan. Temuan ini mengonfirmasi bahwa kapabilitas digital individu, bukan sekadar faktor demografis, merupakan penentu utama partisipasi masyarakat dalam ekosistem e-commerce di kota menengah Indonesia. Penelitian ini merekomendasikan agar pemerintah daerah memprioritaskan penguatan literasi keuangan digital sebagai instrumen kebijakan inklusi ekonomi digital. Bagi pelaku UMKM disarankan untuk mengoptimalkan ekosistem perdagangan berbasis pesan instan sesuai karakteristik konsumen lokal Kota Solo. Serta penelitian selanjutnya diharapkan memperluas cakupan variabel, meningkatkan representativitas sampel, dan mengembangkan instrumen yang lebih sesuai dengan dinamika konsumsi digital di kota menengah Indonesia.E-commerce consumption behavior in Indonesia has evolved dynamically alongside the acceleration of digital transformation; however, empirical studies examining its determinants in the context of medium-sized cities remain limited. Solo, characterized by a unique dominance of instant messaging-based transactions and a strong Micro, Small, and Medium Enterprise (MSME) ecosystem, represents a relevant yet inadequately explored context in the existing literature. This study aims to analyze the influence of income, occupation, education, age, gender, marital status, household size, and digital financial literacy on e-commerce consumption behavior among residents of Solo. A quantitative approach employing survey methods was applied to 158 respondents selected through purposive sampling, with data analyzed using logistic regression. The results indicate that education partially exert a significant positive effect, with digital financial literacy emerging as the most dominant determinant. Meanwhile income, occupation, age, gender, marital status and household size did not demonstrate a statistically significant effect. These findings confirm that individual digital capability, rather than demographic factors alone, constitutes the primary driver of community participation in the e-commerce ecosystem of medium-sized Indonesian cities. This study recommends that local governments prioritize the strengthening of digital financial literacy as an instrument of digital economic inclusion policy. MSMEs are advised to optimize instant messaging-based commerce channels in accordance with the characteristics of local consumers in Solo. Furthermore, future research is encouraged to broaden the scope of variables, enhance sample representativeness, and develop instruments more appropriately suited to the dynamics of digital consumption in medium-sized Indonesian cities.