• Khushi Soni

From virtual window shopping to doorstep delivery, consumer behaviour takes a digital leap towards online shopping. The growth of E-commerce has significantly impacted the way people shop, and the shift towards online shopping has been evident in cities Like Ahmedabad. E-businesses and policymakers are keen to know the factors that influence customers’ online shopping behaviour on how to improve customer experience and retention. A good amount of research has been conducted on consumer behaviour towards online shopping and cart abandonment. However, the Report presents the online shopping behaviour of consumers in Ahmedabad, with a particular focus on the decision-making process of consumers when checking out or abandoning their carts. Through a well- structured, close-ended questionnaire, 250 respondents who are currently engaged in online shopping in Ahmedabad are taken as samples. The study found that convenience, time-saving and better price deals are the main motivators for online shopping. And the majority of people have abandoned the cart, the reason being changes in mood, high shipping charges or better price deals elsewhere. Despite these challenges, the majority of online shoppers in Ahmedabad were satisfied with their shopping experience. This study will provide a future research direction for e-commerce business and marketers.

Online Shopping, Consumer Buying behaviour, Cart abandonment, Internet Users, E-commerce, Ahmedabad.

"CHECKOUT OR ABANDON: INVESTIGATING THE ONLINE SHOPPING BEHAVIOUR OF CONSUMERS IN AHMEDABAD", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.10, Issue 5, page no.h394-h411, May-2023, Available :http://www.jetir.org/papers/JETIR2305746.pdf

"CHECKOUT OR ABANDON: INVESTIGATING THE ONLINE SHOPPING BEHAVIOUR OF CONSUMERS IN AHMEDABAD", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.10, Issue 5, page no. pph394-h411, May-2023, Available at : http://www.jetir.org/papers/JETIR2305746.pdf