The Internet has developed into a new distribution channel and online transactions are rapidly increasing. This has created a need to understand how the consumer perceives online purchases. The purpose of this dissertation was to examine if there are any particular factors that influence the online consumer. Primary data was collected through a survey that was conducted on students and Employees from different part of India. Price, Trust and Convenience were identified as important factors. Price was considered to be the most important factor for a majority of the Customers. Furthermore, three segments were identified, High Spenders, Price Easers and Bargain Seekers. Through these segments found a variation of the different factors importance and established implications for online stores. Mrs. T. Sreerekha | Mrs. R. Saranya | Mr. V. S. Prabhu "Consumer Behaviour in Online Shopping" Published in International Journal of Trend in Scientific Research and Development (ijtsrd), ISSN: 2456-6470, Volume-3 | Issue-5 , August 2019, URL: https://www.ijtsrd.com/papers/ijtsrd26354.pdf