In recent years, rise in popularity of online shopping has been attributed to the fact that people all over the world are always attempting to improve their standards of lives. During the last decade, the Internet has assumed the role of the most influential platform for the business of organizations. Likewise, innovations in technology platforms such as the web and social media platforms have changed the way markets communicate and interact. Convenience of shopping was one of the main motivations behind the tendency of customers to buy online. As consumers devote less and less time to shopping and more to other pursuits, their desire for convenience grows and their attention often shifts to virtual shopping as an alternative medium. A key starting point for online retailers looking to take steps designed to maximize the speed and ease of shopping is to develop an understanding of the salient dimensions of online shopping convenience and the specific domains within each dimension. The purpose of this paper is to identify the key dimensions of the convenience of online shopping and how digital marketing affects consumer motivation. The research will be conducted on the example of the three most famous e-stores, where it will be described how each of them conducts its business and how it conducts its marketing strategy to attract consumers. The aim of the paper is to define the importance of online trade, which is on its way to becoming the primary form of business, both in the world and in Croatia.