Patanjli Sharma et. al., Journal of Management Research and Analysis (JMRA) Available online at http://jmraonline.com ISSN: 2394-2770,Impact Factor: 4.878,Volume 05 Issue 03,September 2018,Pages: 86-100 Homepage: http://jmraonline.com, Email: jmraeditor@gmail.com Page 86 Consumer Perception towards E-Retailing: An Empirical Study on online shoppers in Mumbai Patanjli Sharma 1 Research Scholar Invertis University, Bareilly Deputy General Manager CSD, Ministry of Defence Dr. Manish Gupta 2 Professor Invertis University Bareilly NH-24 Near Transport Nagar P O Rajau, Bareilly -243 123 Uttar Pradesh, INDIA Purpose-India is at the cusp of an e-commerce revolution. Although e-commerce has been making rounds in the country for over a decade, it is in the recent years that the appropriate ecosystem has started to fall in place. Factors like accelerating internet access, staggering penetration of mobile phones and robust investment have driven the growth of this industry and if current projections are anything to go by, India is on route to becoming the world's fastest growing e-commerce market.This study focuses on identifying and analyzing the various factors influencing the consumers' perception towards e-retailing across various products and services available in the online retail market. Design/Methodology/Approach- This was an empirical study utilizing exploratory cum descriptive type of research design. Data were collected through structured questionnaire. This study is based on the large sample collected from Mumbai.Socio-demographic profile of respondents was analyzed using frequency distribution. Reliability of construct was checked by applying Cronbach’s alpha. Descriptive statistics such as mean and standard deviation was used for describing the characteristics of the various constructs of the consumer perceptions towards online retailing Findings-The results reveal that the five key factors like convenience &risk, reliability & assurance, tailored services, trust on e-tailing, price benefits significantly influenced the consumers’ perception on e-retailing. Practical implications - The study presents a comprehensive model of e-shopper perception. The results of this study provide a valuable reference to the e-marketers to understand the factors influencing consumer satisfaction, they can further sharpen their marketing strategies to attract and retain customers. Keywords—Consumer Perception, e-retailing, Demographics. Introduction The e-commerce industry continues to evolve and experience high growth in both developed and developing markets. With the emergence of non-banking players in the payments industry and innovative vertical specific start-ups, the Indian e-commerce market is expanding at a rapid pace. Increasing mobile and internet penetration, m-commerce sales, advanced shipping and payment options, exciting discounts, and the push into new international markets by e-businesses are the major drivers of this unprecedented growth. The big retailers are increasingly focusing on their digital strategies to gain the obvious benefits of online platforms – wider reach, always on, personalization to name a few. The