The article is devoted to differences in behaviour between online and traditional shopping of Latvian consumers. Authors define differences between both shopping areas of Latvian consumer what is based on analysis of statistical data, as well as on survey done by Public Opinion Research Centre of Latvia and the study on the sample of 200 respondents. It gives an overview concerning the basis about purchasing behaviour and gives an insight into the variety of relevant characteristics of consumer behaviour. Authors clarify where consumers are looking for information about product, shopping frequency, about pricing, buying volume and time. Changes in consumer purchasing behaviour caused a lot of alterations. Most important benefits of the shopping process at traditional buying process are buying process, contact with equal and for e-shopping money saving, time saving, conveniences and all around a clock.