Today’s E-commerce has experienced numerous changes due to the rapid advancements in technology. It creates a potential of fundamentally changing the way that business is done and possibility of creating an entirely new economy. Consumers nowadays can make purchases anywhere at any time by simply using their mobile phones and experiencing unique purchase experiences, choice, and flexibility. Social media integration, changing demographics, more digital literacy, and the COVID-19 epidemic have all contributed to the trend’s acceleration toward online shopping. Digitalization has permeated every stage of the consumer purchasing process and its significance is still rising. Shifts that occurred in global industry such as shift from online to offline and advancements in payment technologies have resulted in value innovation. This research summarizes and compares findings of two studies that were conducted in collaboration with the E-commerce Association in Bosnia and Herzegovina in February 2023 and February 2024. The purpose of the studies was to investigate how consumers perceive and feel about online purchasing. Questionnaires were employed in both studies, and the first year’s results showed 1317 valid responses, while the second year’s results showed 1483. Customers who had already shopped online made up the research respondents. The research findings provide valuable information on how E-commerce and online consumer behavior are evolving among BiH’s customers and are in accordance with meaningful results in the field today. The most crucial factors influencing online purchase decisions, the least significant factors for both studies, and the product types bought online are compared. Additionally, it lists and contrasts the customers’ preferred payment and delivery methods along with retailer’s contact options.