Online shopping is becoming an increasingly popular way of shopping, and the reason is the multitude of benefits it provides. Some of the benefits are the availability of information about products and services, a quick and easy way to search for information, reviews of other users who have used the product, the ability to compare product features and prices, and time savings. This work briefly describes the development of the Internet and how the development of technology has made it possible to increase the amount of information in the online environment. The large amount of information available to customers in the online environment has an impact on consumer behavior and the process of making decisions about product selection. The Internet has enabled the development of online reviews that have a major impact on consumer purchasing decisions. Information about what encourages customers to shop online or what discourages them from doing so can help online retailers improve their services and improve the user experience. By improving the user experience, they increase consumer satisfaction, and thus the traffic of online stores. As part of this work, research was conducted on the impact of online consumer motivation when shopping online. The survey was conducted in the period of 15 October 2020 to 8 November 2020 on a sample of 121 respondents. Using the Google Forms application, a questionnaire was created for which the link was shared on the social networks Facebook and WhatsApp. The survey questionnaire consists of 50 questions, 6 questions relate to demographics, 15 questions relate to consumer habits in online shopping and 29 questions relate to motivational and demotivating factors in online shopping. According to research, the benefits of online shopping are one of the motivating factors that most motivates consumers to buy in online stores, and the security of online shopping is the factor that most demotivates consumers to buy in online stores.