It is essential to make analysis of online Purchasing process by SWOT. Strengths shows the favorable and advantages of online Purchasing, while weakness shows limitations of online purchase, Opportunities shows if we decrease the weaknesses than opportunities increases. Threats show possible problems in online purchasing process. E-tailing has now been present in India for over a decade. The late 1990s and early 2000s witnessed the emergence of several players. However, most of them could not survive the dotcom boom and bust of 2000. The second wave of e-tailing, which emerged in 2007, witnessed the entry of several game-changing players that gave impetus to e-tailing’s growth with the innovation and evolution of business models. Today, with players battling it out for leadership slots, specialist players finding their groove, ecosystem elements starting to fall into place, and investors reaffirming their faith in the sector, the market is at an inflection point.

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Keywords: SWOT, E-tailing, Inflection Point, Leadership Slots, Investors.