In this Master’s thesis, the survey method will be used to determine the shopping habits, preferences and attitudes of Generation Y women towards buying clothes through electronic commerce shops. In order to determine the importance and growing role of electronic commerce in the retail sale of clothing to this consumer group, the paper will use a survey collected primary data along with secondary data obtained from the literature analysis. The paper analyzes the evolution of electronic commerce, differences in relation to traditional commerce, advantages and disadvantages and its role in today 's changing and digitalized economy. Electronic commerce will be analyzed in the field of clothing retail with regard to the characteristics and trends of the industry. The characteristics and behavior of Generation Y women when buying will then be explained, as they form a significant consumer group in the clothing retail market. After conducting a survey on a sample of two hundred women of Generation Y, the results showed a high degree of trust in electronic payment transactions and the frequent use of electronic commerce, which indicates the importance of doing business online. Also, the research identified the preferences and habits of Generation Y women when shopping, so it is crucial to adjust the business strategy to them.