The growing no. of internet user in India provides a bright prospect for online shopping. If E-marketers know the key factors affecting the behavior of customers and its relationship, then they can formulate their marketing strategies to convert potential customers into loyal ones and retaining existing online customers. This researcher paper highlights on factors which online Indian customers keep in mind while shopping. After completion of study Researchers found that cognition, sensed usefulness, the comfort of use; sensed enjoyment and security are the five components which affect consumer perceptions about online purchasing. The Internet has changed the way consumers purchase goods and services at the same time many companies have started using the Internet with the objective of cutting marketing costs, thereby reducing the price of their product and service in order to stay ahead in highly competitive markets. Companies also use the Internet to convey, communicate and disseminate information to sell the product, to take feedback and also to conduct satisfaction surveys with customers. Customers use the Internet not only to purchase the product online but also to compare prices, product features and after sale service facilities they will receive if the purchase the product from a particular store. Many experts are optimistic about the prospect of online business.