The convenience of online purchasing offers a way out of the hectic pace of modern living. The manner in which customers go about their buying has undergone profound transformation during the last ten years. Even if customers still prefer to shop in real stores, those who do their shopping online report that it is far more convenient for them to do so. People in today's busy world sometimes find themselves unable or unable to devote a significant amount of time to shopping, thus the convenience of online shopping may be a lifesaver for them. It is essential for businesses involved in electronic commerce in India to take use of the internet as a medium for advertising in order to get their wares in front of customers as internet usage continues to rise throughout the country. The purpose of the study is to analyze the shopping behaviour of the customers towards the electronic shopping. The study is descriptive in nature conducted in Coimbatore city during the month of June 2022. The 250 customers are selected as sample respondents using convenient sampling method. The data are collected through Google forms in the study area. It is concluded from the findings that the customers prefer the electronic shopping for its convenience, reputation and quality of service, offer and discounts, low price, quality of products and delivery system.

Contemporary Relevance, f Electronic Shopping, Paradigm shift and Consumers buying behavior