Analyzing customer habits is essential for understanding the market and developing marketing strategies, especially in online commerce, and the development of digital technologies has changed consumer behavior. Online commerce began in 1979. when Michael Aldrich invented the first online shopping. Advantages include global access, unlimited business hours and lower costs, but security and logistics remain challenges. In Croatia, online shopping came to life at the end of the nineties of the last century. Digital platforms enable the analysis of consumer behavior, adapting offers to their needs. Personalization and recommendations improve customer experience and loyalty. The web store allows interaction through social networks, relationship building and feedback. Despite the advantages, data management and privacy protection are challenges that require transparency, and analyzing consumer behavior and adapting marketing strategies are key to success. Future trends include further personalization and artificial intelligence in analysis and recommendations that will increase customer satisfaction and ensure competitiveness in a dynamic digital environment. The analysis of the conducted research shows that there is not enough evidence that the perception of quality is a significant predictor of the perception of price when choosing a product. Pearson's correlation indicates a significant association between using mobile shopping apps and reading user reviews. ANOVA analysis confirms a significant positive influence of frequent use of mobile applications on reading reviews. In contrast, the association between frequency of online shopping and product returns is not significant. Also, the tendency to make impulsive purchases does not show a significant impact on satisfaction with customer support in web stores. Frequency of using mobile apps and reading reviews are correlated, while product returns and impulse purchases are not key factors.