This paper explains the behavior of e-commerce customers. The trade through many stages has developed significantly, but with the emergence of new technologies it has taken on a completely new way of doing business. Never more attention has been paid to customer behavior than today. Before, in standard stores, they influenced the customers with the store ambience, the smell of the store, the salesman's behavior, but nowadays it all moved to electronic commerce but only in another form because the seller is a secondary factor in the electronic sales so as the look of the store. Today in electronic sales, the most important is the visual effect of the web site user interface. It's important that you can easily browse products, that the search engine is simple as it can be, that the payment is secure, and eventually that the purchased product is of satisfactory quality. For merchants today it is important that what is in the web site is identical to the actual product. Many merchants are using tricks to make their products look better than what the are in reality, but very quickly through social media such a trader is revealed. So, with the develop of a new technology , the trade has experienced a brand new form , both for the retailers and the customers.