The development of information systems has far-reaching consequences on all aspects of human life. Through the development of specialized information systems designed for business via the Internet, online trading is also continuously changing, which fundamentally changes the previous postulates of business. E-commerce opens up new opportunities and fundamentally changes the dynamics of business, methods of advertising, distribution and sales. The extremely fast development of digital and telecommunications technology is directly reflected both in the daily lives of people and in the business operations of companies. The changes are so significant that there is talk of the information age in which the modern economy acquires new names: networking economy, cyber economy, digital economy, web economy, e-economy. The development of information systems is inevitably accompanied by the development of internet trading, which since its appearance in the world (1994) and in the Republic of Croatia (1999) has recorded continuous growth and occupies an increasingly significant share of the market and produces direct and indirect effects on the economy of the Republic of Croatia. New information systems bring a new approach to the way of selling, they require the adoption of a new normative framework at the national level, but also within the framework of the European Union and the world, because the need to regulate this increasingly important segment of business was quickly noticed, in order to ensure fairness, protect consumers and prevent the monopolistic position of large company. Through historical development, numerous ethical problems and challenges have been observed that internet trading has placed before modern users, both traders and consumers. Through a comparative approach to the development and current state of online trading in the Republic of Croatia, the European Union and the world, common trends have been determined that are first of all reflected in a similar legal framework, continuous growth, monitoring the development of information systems, technological achievements and personalization of services, but also differences related to the rapid change in consumer habits of customers, the presence of online trading on the market and the predicted speed of further expansion, which largely depends on the development of information systems, the overall digitalization and development of the society that is the subject of analysis.