In the present period of e-commerce, there are so many elements that affect online buying behavior of consumers. Today the concept of marketing has been changed. Marketing concept has broad meaning as it covers not only the conventional marketing but also the e-marketing and telemarketing. People are concentrating on much variety, less price in comparison to other substitute products, much aware about quality and attitude to get the particular product in short period of delivery time in market. There are millions of people online any time and they all are a potential consumers in the scene since there are so many providers, the most important thing for organizations is to understand what are consumer wants and needs in this competitive business environment. Customer behaviors are influenced by different factors such as culture, social class, references group relation, family, salary level and salary independency, age, gender etc. and so they show different buying behaviors. These differences are seen more specific when it is considered between two different consumer groups from different countries. A successful web store is not just a good looking website with dynamic technical features, listed in many search engines. In addition to disseminating information, it is also about building a relationship with customers and making money. Businesses often attempt to adopt online shopping techniques without understanding them and/or without a sound business model; often, businesses produce web stores that support the organizations' culture and brand name without satisfying consumer expectations. User-centered design is critical. Understanding the customer's wants and needs is essential. Living up to the company's promises gives customers a reason to come back and meeting their expectations gives them a reason to stay. It is important that the website communicates how much the company values its customers