The tendency of parallel usage of real and electronic markets by customers all over the world is clearly visible at present time. Change of generations and increase of technology usage in customers’ life results in constant grow of e-environment users’ number. Changes in customers’ behavior and actions occur. To work successfully on electronic market, companies must identify their target customers as well as factors which influence customers’ way of action and behavior. The aim of presented work is to determine and classify factors, influencing consumers’ be-havior in e-environment. In addition to this, research authors classify consumers in e-environment, analyze business environment and summarize results for research being held in November-December, 2009. Authors employ well-known quantitative and qualitative methods of research: surveys, grouping analysis, statistic methods, etc. The theoretical and methodological background of the research is formed by, scientific researches and publications, pub-lications from mass media and professional literature; statistical information from legal institutions as well as infor-mation collected by authors during the survey. Research authors conclude that most powerful factors of customer’s behavior influence have demographical and personal nature – age, sex, ability to work with computers, time spent in e-environment and experience, followed by social and economical factors.