Online shopping has become a regular part of people's lives, especially during the corona virus pandemic. Therefore, the optimization of online stores has become crucial to ensure the experience that store visitors, that is, potential customers, expect. A positive customer experience can result in increased revenue for a company, while a negative one can lead to the ultimate loss of customers. Accordingly, the subject of this paper is the identification and quantification of factors that influence the consumer's decision to make a purchase through electronic commerce. After a detailed review of the relevant literature, a new conceptual model was proposed and verified on empirical data.

The e-market and e-commerce are growing rapidly year by year. Additionally, the coronavirus epidemic greatly affected the expansion of e-commerce among consumers during 2020 and 2021. Considering market growth, the number of stores in this market is also growing. As a result, the sector is becoming highly competitive and the stakeholders are eager to better understand the consumers' behaviour, their decision making process and the motives which lead to online purchase. This paper lies upon the belief that the existing models for measuring the factors that influence customer's decision to make a purchase through e-commerce can be further improved by including new constructs. Accordingly, a new conceptual model which explores the factors that influence decision to purchase products and services through e-commerce is proposed. The validity of the model was tested based on the data collected through online survey. The results indicate that the model is uphold by the data and that the most important aspects are assortment size, seller recognition, free delivery, and website functionality.