As India transitions towards a digital-first healthcare economy, e-pharmacies have emerged as a pivotal alternative to traditional brick-and-mortar chemists. This study investigates the consumer perception of online pharmacies in India, analyzing the behavioral drivers (convenience, price, privacy) against the psychological barriers (trust, safety, lack of human touch). Synthesizing data from 2023–2025, this paper reveals a clear demographic divide: while urban millennials and Gen Z view e-pharmacies as a primary utility, the elderly and rural populations remain hesitant. The study concludes that while “discounts” are the initial hook, “trust” and “fulfillment reliability” are the determinants of long-term retention