In the last few years Internet developed enormously and will continue to do so, hence we can freely say that internet is and will be a crucial part in business in the future. Marketing is constantly following business activities for companies. With the internet development, new promotion services appear with the emphasis on multimedia and interactivity. Internet marketing usage is getting more and more attention. Goal of this research paper is to analyze the ways in advertising, existing problems and reasons why companies need to advertise via Internet in order to have successful business in the future. Therefore this paper will cover the topic of advertising in internet environment. The purpose of this paper is to analyze the specifics of advertising in the online environment and point to the necessity of this form of advertising in individual company business in order to its diversification. In the context of empirical research, for the purpose of this paper, secondary data were used. Data was collected by the relevant scientific journals, databases and scientific papers. The goal of the research is to identify different ways of advertising and its specifics in terms of internet business using the example of the website Crno jaje. With the analysis of business on that particular website and the usage of marketing mix in online environment, this paper will compare it with the second largest e-commerce portal in Croatia E-kupi.