The purpose of this study paper is to examine the elements influencing customers' perceptions of online shopping as well as the consumers' perceptions of online shopping. To investigate customer preferences and the variables influencing those choices when purchasing clothes online, a descriptive research approach was used. The information from respondents has been gathered using a convenience sample method. Customers who have purchased clothes products online are among those who responded. There were 275 respondents in the study's overall sample. The SPSS 21 programme was used to do the data analysis. To determine the variations in consumer preferences for online clothing purchasing, the data were analyzed using percentage analysis and one way Anova. According to the results, convenience/time savings, straightforward product and price comparison, easy product customization, offers/discounts/schemes, product variety, payment method, loyalty programmes, warranty/guarantee, availability of personalized services, ease of return and refund, and after-sales services are all significant factors influencing customer preferences for online shopping of consumers in the apparel industry. Several powerful factors, including pricing, branding, the internet and catalogues, play a significant impact in purchasing decisions while shopping online.