The fructifying and enhanced use of smart phones with easily available internet access provides a bigger platform of opportunities to E-Commerce world including the much appreciated Mobile based marketing- M-commerce. It is on the go and easy to use App-based market which is beneficial to both consumers and E-Tailers. And now this is the era of App based mobile marketing and if the business correctly identifies the opportunities provided by this platform, it will take M-commerce to another revolutionary level. The focus of this study is to identify the opportunities as well the customer expectation and experience. This will further help in knowing the factors affecting online consumer behaviour, purchasing pattern and the relationships between these factors. Also this study will help in developing marketing strategies to convert potential buyers into direct customers while maintaining previous customer base. This research will help in finding the impact of m-market on customers’ purchasing patterns and how their security and privacy concerns about mobile marketing influences their online buying behaviour.