The aim of this work is to analyse global trends in world production and consumption. Global trends, other than that affecting production and consumption worldwide, also affect the market itself. The main trends that mark the world market, but also Croatian, will be cited. The impact of customers on online shopping as a new sales channel will be analysed. All steps of the purchaser's behaviour from the purchasing idea to the final step will be carried out through the analysis, and this is the purchase of goods or services. The biggest problems the companies have on the market are permanent and new companies that compete with their products, but also with the way they operate. The younger the company is, the more technologically advanced it is. It is said that the impact of the tourist season is positive for the Croatian market, consumption is significantly higher than the production that is lagging. One of the most significant global trends that will be written through work is a trend just in time. When he appeared on the market, which were his strengths and weaknesses, and which countries improved their arrival at world level. The essence of the work is to identify the main factors that make customers go shopping, try to find the causes of purchase of certain products and services and to clarify them, and to filter their behaviour in the purchasing process.