The arrival of the Internet and the constantly-growing number of opportunities it offers has left its mark in all spheres of people's lives, but also in businesses in all industries and their branches. Companies in the sales sector had to keep pace with trends in order to maintain or increase the acquired level of sales turnover. This is the reason why more and more companies are placing their business in the online world. Consumers have faster access to a larger amount of information as well as more options for choosing the desired product, thus increasing the number of consumers who prefer online shopping to going to the store. Furthermore, in order for each company to successfully fight the growing number of its competitors, it must stand out with a unique product offer or by exposing the product category in a way that consumers can easily spot it and then decide to buy desired product. If the consumer has a difficulty with finding the desired product or the store layout is inefficient, the consumer is more likely to give up the purchase. The same situation refers to online stores. Therefore, the role of product category manager is very important and every company should pay more attention to it. In this paper Konzum's business as an online store from the predominantly food sector will be observed,as well as Nameštaj.hr, a furniture store that won the award for the best Croatian online store in 2019, and Asos, an online store that operates internationally. The conducted research will provide insight into the problems encountered by these businesses in online category management and will ultimately offer a possible solution, mostly adapting the promotional mix of the observed companies and the layouts of their online stores.