This final paper is made to research the challenges of the process of online sales and consumer decision making. Thesis will also offer a view on behavioral economics due to its focus on consumers motivation which affects decision making. It will review history, development, and contributions to understanding various actors in the market. It will increasingly focus on consumers due to connectivity of the central concepts to the researched topics and growing importance. To achieve these goals various scientific articles, lectures, books, and findings of survey made as part of thesis are displayed, analyzed and interpreted. Online Google form tool was used and trough social media and chat groups the participants were asked about their opinions, attitudes and habits concerning consumer decision making process and special traits of online sales. Values and stances concerning ethical questions were also asked to compare strength of sentiments in relation to personal utility and values concerning society. The results will be discussed, graphically presented, and qualitatively analyzed and used to offer a perspective on current situations and possible future changes related to the topics. Based on the findings it is concluded that while primary needs and personal utility are paramount organizations must consider secondary motives, incentives, attitudes, and ethical values. Furthermore, survey participants tend to display extreme attitudes mostly related to newly recognized issues that were not always in the focus of all organizations expected to have a stance and act on them.