The emergence of e-commerce in the wine market has opened up new opportunities, but also created challenges for wine retailers. A strong momentum of wine e-commerce took place during the Covid-19 pandemic, when a whole series of new entities emerged on the wine market. In this master’s thesis, the impact of e-commerce on the wine market is studied, the most important advantages and disadvantages of wine e-commerce are identified, and the current level of e-commerce application on Croatian wine market is assesed. The aim of this master’s thesis is to investigate consumer’s perception of the impact of e-commerce on the wine market, whether they use e-commerce when buying wine and what is the usual result of their visit to online wine store. From the conducted primary research, it was concluded that buying wine online is still relatively low in Croatia. Quality is the most important factor when buying wine, and as the most important advantages of online shopping respondents state the ease of searching the assortment and accessibility to shop. Despite this, the majority of respondents most often buys wine in traditional stores, and as key disadvantages they highlight the risk of fraud, delays and waiting for product, and potential additional costs.