Fast development of equipment and technologies, economic globalization and many other external circumstances stimulate the changes in consumer behavior. Objective of the paper is to analyze differences in customer behavior in the internet by generations and find out new concepts in e-commerce. Research methodology: The author employs well-established quantitative and qualitative methods of research: grouping, analysis, statistic method, etc. The theoretical and methodological background of the research is formed by, scientific researches and publications, publications from mass media and professional literature; statistical information from legal institutions as well as information collected by authors during the survey. Main conclusions of the research paper are that the people in the older age groups should be open for development of computer and the Internet literacy, and, the activities of the Generation NET have to be examined and monitored closely, in order to asses the business potential for this generation.