The thesis delves into the dynamic field of the digital company, concentrating on the installation of controlling while simultaneously optimizing an online store specialized in lighting and electrical supplies. Digital technologies are becoming increasingly important for modern business. This paper will examine the primary methods for improving online stores, such as improving customer experience, using e-commerce platforms, and implementing controlling. In addition, the importance of controlling within a digital framework will be discussed, offering guidance on how to effectively monitor important business performance. The combination of these components will help better understand how digital technologies can boost business in a given industry, fostering competitive advantage and long-term expansion. As a key component of business management, controlling implies a methodical approach to observing, evaluating and planning the company's operations. Fundamental to management are the tools and techniques that help businesses make wise decisions, maximize performance, and achieve set goals. This thesis will examine the application of controlling in the context of an online store specializing in lighting and electrical materials with the aim of improving business. The work is done in two parts. The first part consists of a theoretical framework, while the second part is research conducted through a survey questionnaire to find out consumer preferences about what an ideal online store should look like, and conclusions are drawn from the aforementioned research about potential optimization for maximizing sales and profits, as well as user experience for consumers.