E-commerce is one of the most modern way for buying and selling of goods. E-commerce not only saves time but it also makes works easier for people. The total world population is around 7.7 billion out of it 1.7 billion people prefer doing online shopping which generally is a huge turn around in digital marketing. But the concept of ROPO has given a lot of problems to the recent development in ecommerce. This paper will deal about what is ROPO, how does it affect online shopping in a particular field (mobile phones) and also to give a small brief on the other things too.