The relationship between consumers and businesses is based on respect and trust. In order for the relationship between consumers and businesses to be built and long-lasting, businesses need to get to know their consumers and understand what and to what extent influences consumer behavior. The biggest changes in consumer behavior were brought about by the Internet, which opened a whole new world for consumers - the world of online shopping. With the development of the Internet and new technologies, consumers have gained a great advantage and greater power when it comes to shopping and negotiating. They are the ones who dictate today which company will be successful or unsuccessful. Internet consumers are aware of their power and are aware that thanks to the Internet they have a wide range of products and services and use it extensively. Internet consumers are demanding - they want the best products of the best quality for the best possible price, internet consumers do not forget - they have evidence of online shopping and are not afraid to use it if something goes wrong during online shopping, internet consumers communicate with each other - create online communities in commenting on companies, manufacturers, services and products and thus influencing other consumers. Internet consumers are consumers of the present and consumers of the future. Therefore, all businesses need to work actively and hard to understand what motivates online consumers, what online consumers want and what online consumers need. When a company adequately acquaints its consumers and achieves a relationship full of trust with consumers, it can also provide them with a superior online shopping experience, meet the needs and desires of consumers and encourage consumers to repeat the purchase.