This work explores the latest trends in entrepreneurial business with a focus on online sales, using About You as a key example. About You is a leading online fashion platform with an innovative approach and a successful business model, which makes it an ideal case study. About You excels in the application of personalization through product recommendations based on the users previous searches and purchases. This strategy increases customer engagement, showing how personalization can improve customer experience and increase sales. Through the use of advanced technologies, such as artificial intelligence and machine learning, About You enables you to optimize product search and inventory management. Trends in technology, such as chatbots and virtual assistants, also play a key role in improving customer support. About You uses a multi-channel approach to sales, including mobile apps, social networks and a web platform. This approach allows customers to shop from any device, which contributes to increased accessibility and shopping convenience. An increasing number of consumers are demanding companies to commit to sustainability and ethical business. About You engages in this trend through initiatives that include sustainable fashion and transparency in the supply chain, which is in line with the market's growing demands for ethical standards. The use of analytics enables About You to make informed decisions based on analysis of user data and market trends. This enables more accurate demand forecasting and adaptation of marketing strategies. Through the example of About You, the paper highlights how successful online stores apply modern trends in entrepreneurship to adapt to the changing market and consumer needs. Personalization, technology integration, multi-channel approach, sustainability and the use of analytics are key to achieving competitive advantage and success in the dynamic world of online commerce. This summary provides an overview of the most important trends and their applications on the example of About You, highlighting the key aspects that make this online store a relevant model for analysis in the context of modern business.