The Business Model has become one of the most widely used term in the last decades. Notably, online businesses continue to increase as consumers leverage new shopping and service channels. However new research highlights that consumers are increasingly leveraging online information for better comparison of product and service before finalizing the purchase. Therefore, the main objective of the research paper is to deepen the understanding of online business models and its impact on customer behavior. In today’s business world, the dynamics of technological development stimulates consumers’ flexibility and convenience. As, marketing and management strive to explain customers behavior with various theories and tools, I examine the first impression of online shoppers when they visit the website. Observing e-commerce websites home page in accordance with the 7C marketing framework guided and supported to find the customers’ motivation for online shopping and come back to the site.