A Study of Consumer Preference Towards Online Shoppingc

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.