One of the most popular e-environment tools in entrepreneurship are online shops. Placement of goods in retail is vitally important, because the shop’s turnover, and consequently the profits, will depend on it. On the classical market, merchandizing is charge of it. It is different in online shops, because the goods in the shop are only virtual. The aim of this article is to transfer the best and most efficient practices of traditional visual merchandizing of e-environment. To achieve the goal, the authors of the article analyze merchandizing elements in e-environment, compare them to the elements of conventional market merchandizing. The Latvian e-environment and its development opportunities are analyzed. The main conclusion: significant changes are occurring in consumer behavior, in particular, in e-market, relating to changing consumer generations, relating to changes in consumer education. Therefore, companies must change business modes, including on the e-market, by creatively approaching various processes, inter alia, merchandizing, which directly affect the sales results. By using methods of conventional merchandizing, e-merchandizing can be improved. At the same time, companies must be aware of that not all experience can be transferred and often new alternatives must be sought.