21st Century is an era of digitalization, where everything is available online from groceries to gadgets. Consumers today are cognizing the benefits of digitalization and asking for more personalized authority. Consumers in metro cities are mostly prefer to purchase their products in online retail, as well as the non metro peoples also slowly adopted to purchase through online marketing. This is impart to increase of internet penetration over all metro cities as well as the non metro cities shopping online on apps are becoming a new trend in the Indian market. The recent survey by Criteo, the performance marketing Technology Company, Nearly 74 percent of consumers living in India have installed two to five online shopping apps on their Smart phones. Consumers living in Bangalore, Mumbai, and Delhi are the highest percentage of preference for online shopping in 2017. Seeing this noticeable change in consumer behavior e-commerce website is improving their policies and coming up with new ways such as attractive EMI options or no cost EMI options which enhances affordability factor for the consumers.