e-Commerce plays an important role to change the purchasing scenario from conventional mode to the online purchasing process. It is very effective and easy process of purchasing through internet and websites. For this study a total of 210 questionnaires were distributed among the consumers of Gwalior district of Madhya Pradesh, 162 out of them returned with proper responses. The objectives of this study are to know the impact of e-commerce on consumer buying behavior and to know the relationship between e-commerce and consumer buying behaviour. Linear regression analysis used to find out the result with the help of SPSS Software and it is found that e-commerce and consumer buying behaviuor correlated with each other, having r value 0.847, and e-commerce has direct impact on consumer buying behaviour up to 71.7% having r² value 0.717. Therefore, it is concluded that e-commerce has direct impact on consumer buying behaviour and both are correlated with each other.

KEYWORDS:  e-Commerce, e-Business, Purchasing Process, Purchasing Decision, Direct Impact.