The topic of the final paper is online shopping. Online shopping is a contemporary form of store trade, which has become quite widespread lately, where the buyer does not come into physical contact with the goods he buys until the current delivery. It takes place via Internet and electronic devices (computers, tablets, more recently via mobile phones), and is very practical given that the time and money needed for searching goods is saved. Electronic business has survived despite the wanderings and challenges it was exposed to. And not only has it survived, but it has evolved at high growth rates, offering humanity from day to day numerous innovations, opportunities and accessibility. Selling merchandise over the internet is an increasingly significant distance trade due to large offerings. A number of companies turn their business towards e-commerce; therefore, the online store is growing sales, which means more users use online store. In the online environment, it is becoming appealing to Croatian entrepreneurs, whether to retailers or manufacturers. Online shopping is considered to be the most profitable form of shopping due to simplicity and low expenses and as such it will become gradually more significant.