Buying decisions are considered by marketing experts as one of the most important processes in marketing because the company's entire marketing strategy is adapted to customers according to the stages of this process and the effectiveness of the company's marketing strategy depends on the company's ability to recognize the needs and desires of the customer, his level of involvement in the purchase and the stage of the purchase process in which the customer is. In other words, a company is successful only when the customer is aware of the need for the product, recognizes the product of that company as the most profitable and decides to buy that product. The primary goal of any successful strategy should be to meet customer needs. When the customer is satisfied with their purchase, the probability of making a repeat purchase, i.e. buying a product of the same brand at the next purchase, is much higher than when the customer would be disappointed or remain indifferent after the purchase. Repeat purchases are very important for companies because it is more profitable to keep existing ones than to look for new customers. Digitization is one of the most significant transformations today and is especially important for the retail sector. Low advertising costs, but also increasing availability to customers make digital marketing increasingly popular in retail. The emergence of e-commerce and social networks has greatly influenced the development of retail. COVID-19’s impact on online shopping demand has only added to mounting pressures facing retailers. Lockdown mandates and self-isolation practices are dramatically changing consumption behavior. Consumers have shifted their spending towards online channels, across all categories ranging from grocery to apparel to electronics. This master thesis analyses impact of COVID-19 pandemic on online retail. Primary survey was conducted on the sample of customers, and research finding show that the main advantage of using online shopping for them is 24-h operation of online stores, that the main disadvantage of using online shopping for them is lack of the opportunity to touch, feel, and/or try the products, that the preferred medium to shop online for them is by using their smartphone, that COVID-19 pandemic did not have very much impact on their online shopping and that there is not a significant difference between their online shopping frequency before and after the outbreak of the COVID-19 pandemic.