Currently, the field of e-commerce is actively developing. There are many online stores that sell goods and provide services via the Internet. The range is already quite wide - almost all goods and services1 required by the consumer are available for purchase online. Therefore, an increasing number of buyers choose this particular method of purchase, as it provides a number of advantages. First, online stores provide a more convenient and transparent product selection process. The user of the online store sees the entire range, can carefully read all the characteristics, quickly conduct a comparative analysis and make a more informed decision. Secondly, when using the online store, the consumer saves time, because. there is no need to personally visit stores, sometimes located in different parts of the city. Thirdly, the consumer, as a rule, can make a purchase at a lower price. Online stores have the opportunity to reduce costs for many items of expenditure - this is the lease of retail space, the salaries of employees of trading floors, utilities, etc. Therefore, the final price of the goods can be reduced.