ABSTRACT
Today, the internet has changed shopping behaviour from brick and mortar shops to virtual shops. The size of the market for e-commerce is growing day by day globally. In India, the size of the Indian e- commerce market in 2022 is predicted to increase by 21.5%, reaching US$ 74.8 billion. It has become imperative for retailers to understand the buying process of consumers and the factors affecting consumers while purchasing. The purpose of this paper is to understand the buying process and various factors affecting the behaviour of consumers while online shopping in India. This research used secondary data to determine the determinants. The ?ndings of the study indicate that consumer behaviour is signi?cantly related to six factors. As per the results of the study, it is found that perceived risks like ?nancial risk, product risk, convenience risk, non-delivery risk, attitude and perceived behavioural control in?uence the decision or customer while purchasing online. The framework of the research enhances understanding of the buyer process and factors affecting consumer online shopping behavior.