E-retailing alludes to a routine with regards to moving retail merchandise through web. Essentially it is an upheaval in web based business and e-business and modernize method for moving merchandise and ventures by on the web. Because of innovative progression retailing wearing another idea and developed as in new type of e-retailing. The present time is full with new difficulties, the present patterns get old tomorrow and another test covers the market. In this manner, agent in every case still in stir circumstance in admiration to showcase changes and dangers. E-retailing is a routine with regards to moving retail products on the web which is helpful to client who have absence of time yet need to an assortment of merchandise at sensible cost. E-retailing or online is developing at quicker pace in India. It has seen relentless development of 50-60 % throughout the years. E-retailing represents 10 % of web based business exercises in India. Despite the fact that there are development prospects for online retail in India we have difficulties which should be tended to. The article centers on the chances and difficulties for online retailers in Indian business condition. The Indian Online Retail is a rich fragment holding on to be misused. Web is a powerful medium that can fill in as a one of a kind stage for the development of retail marks in India. The development of web has empowered the new retail organization of the virtual retailer to rise and constrained the current retailers to consider e-following model of retailing also. Web retailing or e-following has solidly settled itself as a suitable choice to store based shopping. This paper endeavors to give a reasonable picture about the e-following in India and its chances and difficulties.