Online shopping is a form of electronic commerce which allows consumers to directly buy goods or services from a seller over the internet using a web browser. Consumer empowerment is a positive subjective state evoked by consumer perceptions of increasing control. In marketing, empowerment is providing consumers with options, tools and resources to facilitate decision-making, allowing consumers to tailor a product or brand experience to suit their own specific needs and desires. By providing consumers with the power to make choices and take actions, marketers give up control over consumer brand interaction. This study reveals the Issues and challenges faced by E-Commerce consumers and its shows how much consumers are empowered in online purchase. The study is conducted in Kanchipuram District. Convenience sampling method is used for this study. Primary data is collected through the structured questionnaire. The respondents for this study are consumers who buy products and services through online via Internet.