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Master's Thesis from the year 2022 in the subject Business economics - Offline Marketing and Online Marketing, grade: A, , course: Master of commerce, language: English, abstract: This study tries to determine reasons for the shift of urban Indian youth shopping orientation from physical stores to online stores and the impact of various factors on customer satisfaction and loyalty. It also compares factors affecting online consumer buying behaviour of differently oriented shoppers and is supposed to identify the usage of mobile shopping application and its attractiveness amongst urban Indian youth. E-tailing in India is growing at a rapid pace and need of study arises for the E-tailers to provide better improved service quality to the customers. As it is a newer concept, customers are still unaware as to what their expectations are- What more they can expect from the E-tailer still depends on the orientation of the shopper. E-tailing industry in India has witnessed many changes in a short span of time along with many opportunities as well as challenges.