Planet earth is shrinking due to the virtual world. Internet applications all over the world have now made it necessary for the people to make internet a part of daily life. This advent is leaving its impression on all industries and especially the clothing industry. E-commerce is a business application of internet all over the world. The companies which are operating in apparel business are developing their web shops. In order to create loyal customers and meeting the consumer demand it is important to do necessary communication of the products with the consumers. Otherwise the products might be a surprise at the time of delivery to the consumers. Every consumer has his/ her own way of evaluating a product. So it is important for a web shop to address to every kind of consumer in order to meet the consumer demand and create more customers. The virtual world has its own complications and deviation from the usual world. So the thesis is focused on testing of shopping experience for an online purchase and to do the analysis of the communication between the web shop and the consumer. The studies are done on the basis of evaluation of feedback collection from consumers and information search of the various products online. The focus was more on the customers who do careful information search before doing a purchase and also some random customers who purchase a product without deep evaluation of the products. Traditional consumer behavior and the consumer behavior for online shopping were compared analytically and the results have been discussed in the end. Need for improvement in existing systems is the base for this thesis. Studies showed that the e-commerce systems are still unable to understand the new customer segment for online shopping and there is a great need of improvement in this area to get more customers. The results from this study are significant for the web shops which are operating the Scandinavian countries.