Research related to this thesis is based on the understanding of the role of online store as an excellent sales channel and on the understanding of online store impact on customers habits. Research problem presented in this thesis relates to insufficient use of online store potential, recognition of important segments related to online store opening and is trying to answer the question related to the impact of marketing communicating on the consumers. Various types of advertising have a great impact on attracting and retention of the customers and they are necessary in everyday functioning of the online store. Main aim of this thesis is to present advantages of the online store and marketing communicating (social networks, advertisement). Functioning of the online store, important elements of the online store, online store advertising and structure of consumers are presented on the example of online store www.booster.hr. Every online store has a lot of details which need to be arranged at the beginning of the online store opening in order to function. Putting everything in function causes less of the mistakes to be corrected later. Satisfied customers and desired profit are the most important for the online store owner and quality product and good service at the least cost are the most important for the customer.