This paper investigates the key factors that influence the choice of an online store among members of Generation Z. The research focuses on a number of key factors, including user experience, social networks, transaction security, product reviews. The development of new media of communication also had a significant impact on the change in shopping habits of all generations of consumers, including generation Z. Consumer habits and shopping habits have strongly changed and accelerated with the arrival of the corona virus, which accelerated the transition of consumption from physical stores t o online stores. Generation Z is the most represented when shopping online, and for this reason all online stores want them as their customers and compete to win their preference. Through a survey conducted among a sample of Generation Z, the collected data were analyzed using statistical methods to determine the relative influence of each factor on their choice of online store. According to the research, it can be seen that the vast majority of surveyed members of Generation Z buy online, pay with cards, and most often buy clothes and shoes, followed by technology. The research results also indicate the importance of transaction security, which is a fundamental factor of trust in online shopping.