The changing marketing landscape has seen the advent and adoption of new tools like shopping apps for consumers. The conventional models which have studied Information Technology (IT) acceptance and adoption by consumers have found that adoption is a function of perceived usefulness and ease of usage. Other models have emphasised Quality, Enjoyment and Trust as significant determinants of the adoption of IT by consumers. Evolution in IT, changing consumer habits, changing demographics and consumer traits make it imperative to rethink pre-existing theories of acceptance and adoption of IT in the context of e-marketing. This paper focuses on the growth of the usage of Apps by consumers in India, explores their functionalities and proposes a new conceptual model for the adoption of Mobile Apps by consumers shopping on e-commerce sites in India. Convenience, Collaboration, Hedonic Motivation, and Habit are the significant constructs outlined in the proposed model, which focuses on the usage of apps in the wake of task directed and experiential consumer behaviour. We propose that Degree of Internet Savviness and Individual Internet Worth are additional moderating variables which impact the effect of convenience and collaboration on App Usage. Implications of the proposed model for research and practice are discussed.