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Purpose The purpose of this paper is to study, explore and rank the non-conforming factors in apparels purchased from e-shops. Design/methodology/approach Data were collected by visiting and interacting people in colleges and through the structured online questionnaires (n=222). The exploratory factor analysis was performed using “R” software. Identified factors were ranked using AHP methodology; 12 experts from various fashion institutes participated in identifying the factors. Findings Based upon the results of the exploratory study, non-conforming factors such as “visual variation”, “functional inconvenience”, “cloth attribute variation”, “haptic variation”, “aesthetic variation” and “fit variation” were identified. The priority ranking of factors and sub-factors was done. Research limitations/implications The sample primarily comprised of the young adult population (19–27 years) and most of them were females (71.6 per cent). There can be other demographic factors. Research is limited to online apparel retailers. Advanced methods of prioritisation can be used. Practical implications The paper can be useful to online apparel retailers, vendors and manufacturers to understand the factors that may be important for improving their business. Originality/value There is no study that identifies the non-conformance factors related to online apparel retailing.