Marketing paradigms put consumers in the center of attention, and it is about accepting their wishes and needs on the basis of earlier research and acceptance of the market, characteristics and strategies of competitors. The development of technology and informatics has led to digital marketing, which is cheaper and provides the main characteristic related to tracking results. In addition to the above, digital marketing can be used to communicate more accurately with the target audience. The development of digital marketing led to the creation of websites and web shops. Online stores are cheaper than traditional stores. The online store provides customers with the ease of shopping without communicating with sales staff, except when they need help, then they contact customer support. Using the online store, consumers can shop from the comfort of their own home and at any time of the day. By using an online store, a company can better monitor results and customer behavior. The most important advantage of online shopping is easier advertising and implementation of marketing activities.