E-commerce is a new way of trading goods and services of the 21st century. With the development of technology and increasing digitization, the logical sequence would be the digitization of stores. The rise of e-commerce begins with the advent of the Internet and has been progressing more and more since then. Consumer buying habits are also changing as people buy products from the comfort of their homes, have a greater choice of products and services, are not pressured by salespeople and can shop at any time of the day or night. The pandemic has shown that in the future, for the survival of the company, it will be necessary to have an online store in addition to the traditional type of store in order to reach a wider group of people, and to protect ourselves against possible future unfavorable events. Likewise, younger generations grow up with technology and it is completely normal for them to shop online, and based on this we can say that e-commerce is the future of business. When shopping online, consumers buy different types of product categories, some of which are more popular and some of which are less popular. Based on the category of soft drinks, it will be examined how powerful e-commerce actually is and whether it affects all product categories equally. It will also examine consumer buying habits and how much e-commerce has an impact on them. As an example of a company that produces soft drinks, the company Jamnica will be presented... At the end of the thesis there will be empirical research in the form of a survey that will examine all doubts related to the power of e-commerce, consumer buying habits and ways to further improve certain business segments in the soft drinks category online.