ABSTRACT
Online shopping industry is one of the fastest growing industries which has expanded rapidly due to the ever increasing access to internet and rising disposable income levels. It is observed that new age consumers are indulging in impulsive purchase of products in the online shopping website. The information content, features, web design etc. in the websites plays a significant role in drawing shoppers. In this paper the information and features provided in some popular e- commerce websites are analysed using binary representation and developing a similarity index. A Paired Similarity Index (PSI) is created to measure the similarity of information and features between websites through pairs of observations. The study is comprised of selected e-commerce websites, operating in India across a different product categories. This comparison will enable to rank websites based on the information and features provided.