The primary goal of this paper is to explore the impact of various factors on consumer behavior during online shopping in the Republic of Croatia. Due to the limited number of studies on this topic, the paper aims to provide deeper insights into consumer preferences, motives, and perceptions that may shape their purchasing decisions. The paper is based on both theoretical and empirical sections. The theoretical part examines existing knowledge from various authors on the subject of online shopping. The empirical part of the research employs two methods: qualitative (focus groups) and quantitative (survey questionnaire) methods. Focus groups were conducted with a sample of 6 respondents to uncover additional factors that might influence purchase intentions. The survey questionnaire was administered to a sample of 106 respondents, and the results were analyzed using the SPSS program. The hypotheses were tested using Spearman's correlation coefficient, which allowed for the determination of the relationship between specific factors and purchase intention. The research findings indicate that factors such as favorable pricing, promotional offers, and registration have a significant impact on consumers' intention to make online purchases. Additionally, factors such as ease of website navigation, product availability, online reviews, and personalized recommendations also showed a certain or more significant correlation with purchase intention. The paper also provides conclusions, research limitations, and suggestions for future research.