On-line shopping may be a recent phenomenon within the field of E-Business and is certainly getting to be the longer term of shopping within the world. Most of the businesses are running their on-line portals to sell their products/services on-line. Though online shopping is extremely common outside India, its growth in Indian Market, which can be an outsized and strategic consumer market, remains not in line with the worldwide market. The potential growth of on-line shopping has triggered the thought of conducting a study on on-line shopping in India. The present research paper has used to study on customer’s attitude towards online shopping in India and its impact with special reference to Akola. The impact of Demographic factors of consumers on on-line shopping parameters like satisfaction with on-line shopping, future purchase intention, frequency of on-line shopping, numbers of things purchased, and overall spend on on-line shopping. The data was collected through Questionnaires. The results of study reveal that on-line shopping in India is significantly suffering from various Demographic factors like age, gender, status, family size and income. The results of the study might be further employed by the researchers and practitioners for conducting future studies within the similar area.

KEYWORDS:  E-Business, Strategic Consumer Market, On-line Shopping Parameters.