The article describe today’s’ changes in consumer behavior. Author shows differences between hopping in real market and in electronic environment of Latvian consumers. The research is based on analysis of statistical data, on survey done by Public Opinion Research Centre of Latvia as well as researches done by the authors. These researches give an overview concerning the basis of purchasing behavior and give an insight into the variety of relevant characteristics of consumer behaviour. Authors clarify where consumers are looking for information about product, their shopping frequency, price evaluations and comparing habits, buying volume and time. Most important benefits of the shopping process at traditional buying process is the process of purchasing and human contact, but for e-shopping drivers are money and time saving, conveniences and all around a clock. Very special role in the article is devoted to the generations of the society in Latvia and the Europe what would help companies and individuals to work more efficiency in distribution of goods and services in the local market