The development of electronic commerce has significantly changed the traditional behavior of customers in the aspect of buying and consuming products and services. Turning to computer and mobile technology in order to make the purchase of desired products that are delivered in a relatively short time frame to the doorstep, is a well-established phenomenon among modern consumers. Likewise, retailers had to turn to a new way of communication and are increasingly applying artificial intelligence and applications such as virtual assistants in their business. The aim of the thesis is to present the theoretical framework of electronic clothing retailing and virtual assistants, their advantages and disadvantages, successful examples of retailers who have implemented the services of virtual assistants in their business. For the purpose of creating the thesis, qualitative research was conducted using the focus group method. Based on the conducted research, it was concluded that with the development of technology and artificial intelligence, virtual assistants will progress and that they will be able to solve more complicated queries as well as be more sophisticated, and that communication with the assistant will be more natural and resemble a human one.