The development of information and communication technologies nowadays have a huge impact on doing business of all economic subjects, as well as on the increased development of e-commerce. Based on the comparison of e-commerce and traditional way of trading (retail) it can be concluded that there are great differences. Namely, both channels of trading have their own advantages and disadvantages which make companies to change the way of doing business in order to be able to compete on the market. Besides that, the e-commerce has also a significant impact on the behavior of consumers and their purchasing habits. Namely, consumers (customers) value a convenience as well as the individual approach and experience which opens a lot of new opportunities for companies to develop and implement electronic ways of selling their goods. In this final paper the traditional way of trading (retail) and the e-commerce were defined. That was a base for conducting the comparative analysis between them with an aim to determine their advantages and disadvantages from the standpoint of companies as well as customers. Based on the determined advantages and disadvantages of both channels, on the one hand and the given trend related to the increased implementation of e-commerce, on the other, it is easy to notice the potential sources of economic value added for companies. Finally, both economic subjects - consumers and companies want to optimize their market position in order to achieve their adequate level of economic effects.