There are many trends that mark the entrepreneurial world today. The evolving social and demographic trends, combined with the challenge of doing business in a technologydominated business climate, are changing the whole face of entrepreneurship. Modern technology leaves a big mark on the operation of the entire entrepreneurial system, and thus on customer habits and product interaction. More and more activities are taking place in a virtual way, and the existence and operation of organizations without the Internet is unthinkable. E-commerce is therefore one of the most important modern trends in entrepreneurship. It fundamentally changes the sector as it allows small businesses to enter the market faster and easier, and at the same time eliminates the problem of geographical distance. Also, thanks to technology, it improves the customer relationship and changes the traditional functions of the retailer. The constant growth of e-commerce is justified by the wide range of advantages it has over physical commerce, and the most important are flexibility, sustainability and the removal of time and space limitations.