Online shopping has surged in popularity, driven by technological advancements and evolving customer preferences. This study examines the relationship between Perceived Ease of Use (PEU), Perceived Usefulness (PU), and Online Shopping Preferences, incorporating customer satisfaction as a mediating variable. This study is grounded in the Technology Acceptance Model (TAM), which provide a robust framework for understanding customer preferences and decision-making in the digital marketplace. A quantitative methodology was employed, collecting 248 responses through a structured questionnaire distributed via online platforms. The sample covered the Klang Valley region in Malaysia as the focus area. The findings reveal strong positive relationships between PEU, PU, and shopping preferences, with customer satisfaction partially mediating these effects. PU demonstrates the highest impact on online shopping preferences, underscoring the importance of providing useful features like detailed product information, a variety of options, and user-friendly interfaces. The study provides actionable insights for e-commerce platforms to enhance user experience through intuitive navigation, personalized services, and responsive customer support. By addressing these factors, online retailers can improve satisfaction, loyalty, and long-term engagement. These findings contribute to academic discourse on e-commerce by leveraging underpinning theory and offer practical implications for businesses aiming to adapt to the dynamic online shopping landscape.