Online shopping has become an integral part of consumer's daily lives, offering convenience, affordability and a wide variety of products and services. This master thesis presents a comprehensive investigation of the multifaced concept of customer satisfaction within the field of online shopping. Based on extensive literature review and empirical analysis, this research delves into the intricacies of consumer satisfaction with the online shopping experience, focusing on eight crucial elements of the consumer experience: ease of checking out, security, ease of use, order fufillment, product information, customer service, ease of return, and customization. By examining these elements, the study seeks to understand which of these elements contributes to creating satisfaction among online shoppers. Through a comprehensive analysis of existing literature, empirical research and consumer surveys, the aim of this paper was to provide valuable insights for companies to optimize their customer experience strategies in online retail environment. The results of the research showed that customers point out ease of checking out, security and ease of use as the most valuable elements of the consumer experience in creating satisfaction when shopping online. Simple payment processes, transparent communication of security features and intuitive navigation of the online store represent the minimum that online businesses should offer to their customers. The elements of order fulfillment, product information and customer service have a positive effect on customer satisfaction, highlighting the importance of timely delivery and making informed purchasing decisions in a digital environment. Ease of return and customization have proven to be elements that create customer satisfaction, however, there is a lot of room for improvement in these two dimensions of the consumer experience. By understanding and addressing customer needs and preferences across these key dimensions, companies can improve their competitiveness, drive customer loyalty, and ultimately drive sustainable geowth in the digital marketplace.