This paper deals with the online retail of optical products. The development of modern technology, the Internet and mobile apps has sparked online shopping. Although recent research has shown that in online commerce dominates the sale of clothing, footwear, technology and sewing services since 2010, the rise in online stores and other types of goods is increasingly being perceived. The research carried out in this paper has shown that optical product buyers frequently buy new optical products, which is a good indication that there is a demand that could be channeled into an online retail system. The experience of global optics also shows that online retailing of optical products is increasingly present in the business strategy of major world optics. The reason for developing an online sales strategy is related to the ability to expand the market and reduce costs. The research has shown that online sales costs are lower than the costs of classical retail and that the ability to enter the new market is much higher because there are no physical constraints. Summing up the whole research it can be concluded that buyers in Croatia still prefer a classic form of buying optical products but if innovations are introduced in online sales customers would be more willing to use online sales of optical products.