The final paper analyzes the development, role and importance of online trading in Croatia. The rapid advancement of information and communication technologies and the increasing usage of the Internet are the foundation of the new economy. In such an environment, online shopping presents companies with a new opportunity of gaining competitive advantages, and provides consumers with new challenges in the buying process. The aim of the final paper is to point out the importance of online trading in Croatia, since this form of trading is considered the most profitable form of trading due to it’s simplicity and low costs. In the future, it will certainly be an important segment of the entire trade in our digital age. The paper deals with the concept of online shopping, it shows models of online shopping and advantages and disadvantages of this way of trading. For the purpose of the final paper, an online survey was conducted with the purpose of determining shopping habits, preferences and satisfaction/dissatisfaction with online shopping among Croatian consumers.