The access to the internet and the widespread use of social media on a global scale have led to the digitalization of business, with online stores evolving into crucial business platforms aiming to increase sales and simultaneously reduce operating costs compared to physical stores. Online stores have enabled customers to access a variety of products, compare offers from other providers for optimal choices, and make purchases regardless of spatial distances through a fast and straightforward shopping process. On the other side, online shopping continues to be associated with negative connotations such as data privacy concerns, transaction security, or unwanted email messages. The rise in online platform purchases has particularly intensified due to the recent COVID-19 crisis, resulting in rapid and significant changes in consumer behavior. To retain existing and attract new customers, online stores must meet the needs and expectations of customers through their features. This master's thesis focuses on investigating customer satisfaction with online stores in the Croatian market. The primary objective of the study was to explore how specific elements of online stores contribute to customer satisfaction. More specifically, the aim was to provide a better understanding of individual factors influencing overall customer satisfaction during online shopping. Descriptive research was used to investigate the mentioned subject, with the primary research instrument being a survey questionnaire conducted on a purposive (convenience) sample of 116 online store users via Google Forms distributed through social media and digital platforms. The research revealed the following conclusions. Most respondents use online stores at least once a month. Zara is the most frequent destination for online shopping and is also the favorite online store among respondents. The remaining top three favorite online stores, Notino, Temu, and Zalando, do not have physical locations. Ease of payment, website security, speed of finding information, and product search capabilities are the most important elements of online shopping, and respondents report that these elements are at a satisfactory level. The main concerns for customers are the security of online payments, the inability to return products, and product quality. However, respondents are more willing to pay online than to opt for cash on delivery, indicating that trust in online payments is at a satisfactory level. Respondents also believe that online shopping saves time and allows purchases at any time.