Commerce as it is known today through its history has undergone a series of transformations to ultimately be reflected in the digital form as it is today. In its early beginnings, trade meant the simple exchange of goods and services among consumers. Years ago, a great opportunity and a huge potential in the development of trade as an activity was realized, and over time it became more and more complex. In order to understand the concept of digital transformation, it is important to clarify what transformation means and how it reflects on the employer and the consumer. Transformation does not always have to be intentional or positive, it can also be described as a natural phenomenon of human development. Digital transformation, in addition to other industries, has had a great impact in trade. Currently, the modern age is adapting to digital forms of trade, but over time, virtual trade will become a frequent occurrence and everyday life of every individual. Very much attention is paid to the electronic market, the existence of which in the last century was unthinkable. But despite the tremendous progress and general acceptance of the digital transformation, there are still problems and barriers that need to be overcome and improved in the future in order to provide digital satisfaction to customers on digital platforms. The aim of this thesis is to present the general importance of digital transformation and the importance of digital transformation in trade, as well as to examine consumer habits and acceptance of digital form of trade. Therefore, the purpose of this thesis is to show the effects of digital commerce on consumers and entrepreneurs.