The importance of customer behavior has grown exponentially in the past decade. The level of time and money that organizations are willing to invest explains the impact of customers’ perceptions toward an (e-commerce) business. In this paper, we have analyzed different models used to explain customers’ adoption behavior and its implications for e-commerce. There are numerous researches which were conducted on understanding the customer acceptance towards technology. We have studied these models and have created a consolidated report about customer acceptance and various constructs which potentially impact the customers’ behavior in an e-commerce business. We have seen the significant growth in the effort that was made towards this topic and concluded that the customer behavior analysis is a continuous process which every organization must adapt to.