Consumer behavior in the E-commerce industry

The E-commerce industry has gained immense popularity in the past decade. Assessing the various factors at play this paper aims at analyzing the consumer behavior in this industry. Based on an exploratory survey of 60 respondents in the city of Mumbai; and opinions expressed by eminent educationist to gauge the overall picture, it tries to determine factors that influence buying behavior in this industry and enlist consumer expectations. The paper then provides a wider perspective and suggestions to the online sellers to meet the needs of the consumers.