The article explores why some consumers choose to shop online while others do not, focusing on the factors of risk and convenience. It discusses how online shopping, though convenient, is perceived as risky due to concerns about security and the inability to physically inspect products. However, the increasing sales on the Internet suggest that many consumers find the convenience of online shopping worth the risk. The study suggests that individuals who perceive lower risk and higher convenience are more likely to shop online. The research indicates that the decision to shop online is influenced by several factors, including product risk, financial risk, and individual characteristics such as age, gender, and experience with the Internet. Product risk is associated with the nature of the product, with higher risk for complex or high-priced items. Financial risk relates to the security of online transactions, particularly the fear of credit card fraud. Consumers with more experience on the Internet tend to perceive less risk and are more likely to shop online. The study also highlights that older consumers and those with more experience on the Internet are more likely to shop online, as they value time efficiency. Men are more likely to shop online for hardware, software, and electronics, while women are more likely to shop for food, beverages, and clothing. The research also shows that the perceived risk of online shopping is a significant factor in consumer decision-making, and that reducing this risk is crucial for the growth of online retail. The study concludes that while the Internet is still seen as a risky proposition, it offers convenience that can be appealing to some consumers. To become a viable alternative to traditional retail, online stores must reduce the perceived risk through improved security and trust. The findings suggest that segmentation based on demographics, gender, and age can help tailor online shopping experiences to better meet consumer needs.The article explores why some consumers choose to shop online while others do not, focusing on the factors of risk and convenience. It discusses how online shopping, though convenient, is perceived as risky due to concerns about security and the inability to physically inspect products. However, the increasing sales on the Internet suggest that many consumers find the convenience of online shopping worth the risk. The study suggests that individuals who perceive lower risk and higher convenience are more likely to shop online. The research indicates that the decision to shop online is influenced by several factors, including product risk, financial risk, and individual characteristics such as age, gender, and experience with the Internet. Product risk is associated with the nature of the product, with higher risk for complex or high-priced items. Financial risk relates to the security of online transactions, particularly the fear of credit card fraud. Consumers with more experience on the Internet tend to perceive less risk and are more likely to shop online. The study also highlights that older consumers and those with more experience on the Internet are more likely to shop online, as they value time efficiency. Men are more likely to shop online for hardware, software, and electronics, while women are more likely to shop for food, beverages, and clothing. The research also shows that the perceived risk of online shopping is a significant factor in consumer decision-making, and that reducing this risk is crucial for the growth of online retail. The study concludes that while the Internet is still seen as a risky proposition, it offers convenience that can be appealing to some consumers. To become a viable alternative to traditional retail, online stores must reduce the perceived risk through improved security and trust. The findings suggest that segmentation based on demographics, gender, and age can help tailor online shopping experiences to better meet consumer needs.