The paper consists of two basic parts, the theoretical and practical part of the paper. The theoretical part of the paper shows how the sales process takes place from the perspective of the company, ie buying from the perspective of customers. The sales process is an indispensable business function because it is responsible for the profit and progress of the company. It is for this reason that it is necessary to invest in the knowledge of the staff in charge of performing the aforementioned business functions. In addition to investing in the knowledge of personnel, it is necessary to follow a series of steps and stages that precede the act of selling. These phases include the following: the market discovery phase, the customer contact phase, the customer needs definition phase, the sales presentation setup phase, the complaint elimination phase, and the final phase of sales and post-sales relationship. The paper also deals with the sales process from the perspective of the customer, purchase. There are several differences between the same process but viewed from different perspectives. The main difference is that the sales process from a consumer perspective is much simpler compared to the same process from a business perspective. Speaking about the perspective of the buyer, the paper explains the following concepts: market characteristics, types of purchases and buying behavior, the buying process and decision-making on purchases and post-purchase relationships. The terms listed in both parts of the theoretical paper were analyzed separately in the practical parts of the paper. The practical part of the paper also consists of two parts. The first part of the practical part analyzes the business of Inditex and its brands (Zara, Massimo Dutti, Bershka, Oysho, Stradivarius and Pull & Bear). In addition to general information about the company such as its history and business items, their sales process is shown. The process of selling or buying from the consumer's perspective was presented through a research conducted through an anonymous online survey. The aim of the research is to determine the differences between theory and real examples in the market in the sales process from both perspectives.