Every company's goal is to create satisfied customers, and in order to achieve stated, they must continuously work on developing mutual relationships and creating long-term relationships. A satisfied customer is one step closer to a loyal customer, and the development of loyal relationships with customers is one of the guidelines for achieving a competitive advantage. Companies must actively work on customer satisfaction, systematically measuring their satisfaction and determining which factors shape it. The mentioned measures help companies to determine how their products and services are positioned in the market, and their actions regarding customer requests help them to retain customers. The aim of the research was through a survey questionnaire to investigate whether and to what extent customers are generally satisfied with an online store specialized in the clothing sale in Republic of Croatia, to observe which of the factors affected customer satisfaction in the online store and to determine which of the assumptions related to online stores customers considered to be true/false. The research results showed how the majority of examinees rated altogether satisfaction with the online stores specialized in the clothing sale as very good experience in the last six months. Two major factors which affected the customer satisfaction with Internet shopping were safe and easy payment method and product quality. Regarding assumptions with which examinees agreed primarily were more product choices on the Internet rather than in brick-and-mortar stores and delivery within time. Assumptions that they did not find true were how product prices on the Internet are not any lower than those in stores and the simplicity of returns of products. After the analysis, the general conclusion of the paper is how online shopping despite some shortcomings still enjoys high popularity with many benefits that it provides to their customers.