Over the last 20 years, there have been significant changes in the retail sector, which have been mainly influenced by technological advances, that have radically transformed the customer experience. This research contributes to the enrichment of the existing literature by examining new purchasing trends concerning the transition to the online environment caused by the COVID19 pandemic. For an indepth understanding of the topic, five determinants of the purchasing decision were identified: informativeness, social presence, sensory marketing, product type and brand trust. This study researched, using multi-line analysis, how these factors influence the customer degree of satisfaction regarding online and physical stores. The main results show that customer satisfaction is differently influenced by these factors, depending on the type of store, namely online or physical. These findings demonstrate that companies should adopt different business strategies, focusing on sensory marketing in physical stores and brand trust, together with informativeness in the online ones.