ABSTRACT Recently I encountered myself with an article in a leading newspaper showing few traders worshipping gadgets along with Hindu goddesses Lakshmi and this piece of news aptly highlights the evolution of e – commerce as a viable business model and also very clearly depicts the threat experienced by the traditional brick mortar business model. India is at the cusp of a digital revolution. Declining broadband subscription prices, aided by the launch of 3G services, have been driving this trend. This has led to an ever-increasing number of “netizens.” Internet has become an integral part of this growing population segment for remaining connected with friends, accessing emails, buying movie tickets and ordering food. The changing lifestyles of the country’s urban population have also led many people relying on the internet for their shopping needs. The convenience of shopping from the comfort of one’s home and having a wide product assortment to choose from has brought about increased reliance on the online medium. The trend of online shopping is set to see greater heights in coming years, not just because of India’s rising internet population, but also due to changes in the supporting ecosystem.