Today, more and more companies do business online, which enables easier access to information and provides one of the most important tools for attracting potential clients and maintaining relationships with the existing ones. Consumer attitudes combine beliefs, feelings, and behavioral intentions towards a particular object. This graduate thesis investigates the attitudes of consumers about the characteristics of online store websites, to analyze and better understand the key factors that influence the retention of consumers on the website and facilitates their decision-making process. The data used in this paper were collected from primary and secondary sources. Quantitative research was conducted using a survey questionnaire in digital form, which was completed by a total of 148 respondents. The survey focused on four key features of merchant websites – design, reliability, customer support, and privacy and security, and showed that these features are essential to respondents and play a key role during product selection and purchase. The website design should be attractive and functional, making it easier for users to navigate and find products. Reliability refers to the accuracy of information and timely delivery of products, which builds trust with customers. Customer support is key to resolving customer issues and queries and providing assistance in the purchasing process. Privacy and security are of utmost importance, as customers want to be sure that their personal information and transactions are protected. This thesis contributes to a better understanding of consumer attitudes towards the websites of online retailers and provides guidelines for improving the user experience, which is the key to successful business in the digital environment.