This research paper aims to investigate the factors influencing consumers' attitudes towards online shopping in the Delhi NCR region. With the rapid growth of e-commerce facilitated by internet accessibility, understanding consumer behavior in online shopping becomes crucial for marketers. The study explores the motivations, preferences, and demographic characteristics of online shoppers, along with analyzing the impact of brand loyalty on online shopping portals. Through a descriptive research design and data collected from 400 respondents, the study employs statistical analysis to draw conclusions. Findings indicate the significance of convenience, time-saving, website design/features, and security in influencing online shopping behavior. The research contributes to bridging gaps in existing literature and provides recommendations for marketers to enhance their strategies in the competitive online shopping landscape.