Abstract: The progress of information and communication technology and the widespread use of the Internet are the foundation for online commerce development. Nowadays, given the above, online store is a new opportunity to gain competitive advantages in the world market. However, apart from the mentioned growth in this industry, the economic crisis has been significantly influenced by the decrease in the purchasing power of the population as well as the increasing degree of customer friendliness with regard to product quality and price relations. Traders are now forced to sell only high-grade products at their stores, while a number of less popular products disappear from the merchant shelves. While this problems are not evident for online stores, online shopping is on the rise, and buying over the Internet today is a very popular shopping channel, as well as selling. Considering the above, two online stores, Amazon and Ebay, are shown in the paper.