Nowadays, almost everyone owns a smartphone and uses it in various ways. Smartphones allow us to be in touch with relatives and friends through social networks. It also gives us the ability to do business and online shopping. In addition to shopping, consumers use their smartphones to search for product information, compare prices, find a store location, or read reviews. Due to the increasing development of technology and better internet networks, the topic of shopping via smartphones is becoming increasingly popular. A growing number of applications that analyze online shopping are developed, while in this paper, applications for online purchasing of food, clothing and footwear are analyzed. Based on the research using the method of analysis of collected data by conducting a survey among consumers, it was established that the vast majority of consumers in the Croatian market use smartphones for shopping. The most important category of products that Croatian consumers buy on the analyzed market are clothing and footwear. It is also important to note that Croatian consumers have full confidence in this form of purchase, and that they use it because of the possibility of buying anytime, anywhere and easiness of use application for purchasing on smartphones. This topic will be more and more common in the future, but it is considered that shopping via smartphones would not be the only choice of consumers. It is believed that physical stores will continue to be more visited and that online shopping will also take place via computers, laptops, tablets or some other mobile devices.