E-commerce can in principle be defined as any use of information and communication technology in exchange processes in the virtual market, but today among the population, the term e-commerce is primarily understood as a form of trading that takes place on the provider's website via the Internet. Given the development of information and communication technology, and through it the digital society, it is to be expected that in the not so distant future e-commerce will become the dominant form of trading. Countries such as the Republic of Croatia, which due to their legacy lag behind the developed countries of the world in terms of economic development, must be aware of the situation with electronic commerce in order to understand measures to intensify development and thus the use of this form of trade. It is from this problem that the research started. The research aimed to look at and define the concept of e-commerce and see what separates e-commerce from physical, primary research to determine the state of e-commerce and the potential of its development given the preferences of the population of the Republic of Croatia and give suggestions on what to do grew. The results of the research show that the population of the Republic of Croatia is familiar with the concept of electronic commerce and I have a very affirmative attitude towards this form of market exchange. Although the respondents' answers show some fear of the unknown, most of the respondents still have an affirmative attitude towards the potential for the development of electronic commerce in the Republic of Croatia. In order to solve the observed problems, affirmative intervention of the state and the community is needed. It is on this track that further research should be conducted and models offered to encourage the further development of electronic commerce in the Republic of Croatia.