In recent years, the usage and access to computers have increased all over the world. With the development of new technology and worldwide web network, the E-commerce has become one of the most popular internet activities. India has also shown tremendous growth in E-commerce. There is growing awareness among the consumer about the various offerings through the E-commerce. The recent studies have shown that the male customer are more frequent online shoppers than the female shoppers. However, the female demographic group can be the profitable target for the marketers. The paper strives to identify factors influencing the online purchasing behaviour of women in India. It also attempts to unearth the obstacles which resist the target group to shop online.

E-Commerce, Online Purchasing behaviour, Women’s Attitudes