This study explores online shopper segments in India based on their lifestyles. A survey of 432 online shoppers revealed three key shopper segments, namely, mature traditionalists, offer enthusiasts, and technology mavericks. They were influenced by five key factors, namely, Internet enjoyment and convenience, Internet distrust, Internet offers, Internet logistical concerns, and Internet self-inefficacy. Mature traditionalists are the relatively older, married customers who prefer offers given by the brick-and-mortar stores but are attracted to the convenience and enjoyment of buying online. Internet-based offers, in terms of selection and quality, are the key attraction for the offer enthusiasts. Technology mavericks are the younger generation, avid users of the Internet having no logistical or self-inefficacy issues. However, they do not trust the security and privacy offered by Internet vendors. The research concludes with marketing implications as well as suggested future research directions.