Today Internet marketing has become a hot topic in every business sector and it plays a truly vital role in any company’s multi-channel marketing strategy. Consumers have become very smart and are increasingly adopting electronic channels for purchasing many products. We can see it very clearly that, consumers have started showing keen interest in e-shopping. The globalization, competition and development of information technology has enhanced customer awareness and created a situation where people prefer online shopping as it provides quality products, saves cost as well as saves time. However, how to apply and utilize Internet marketing to attract more visitors to a certain online sites is still a big question for a number of advertisers. Also it is very interesting to know the consumers behavior towards on line buying. Though it is the world of on line marketing it hasn’t acquired the market at the most. Keeping this in sight researcher in this paper has tried to know the opinion of consumers on online buying with reference to Ichalkaranji city by designing a close-ended questionnaire to collect the data.