U radu je obrađena tema internet trgovine u Europskoj uniji. Za početak je ukratko objašnjen nastanak interneta koji je bio temelj za razvoj internet trgovine, a zatim i sama povijest internet trgovine. Istaknute su prednosti i nedostaci internet trgovine, kako za trgovce tako i za potrošače. Osim nastanka interneta i povijesti internet trgovine u radu je prikazan razvoj internet trgovine u Europskoj uniji. Posebna pozornost u radu posvećena je pitanju prava online potrošača kao i pitanju zaštite osobnih podataka, koje kod kupaca za sada predstavlja jednu od najvećih prepreka u donošenju odluke o internet kupovini te situacije koje mogu prouzrokovati zloupotrebe podataka kao i obveze trgovca koje mora poduzeti kako bi potrošaču omogućio sigurnu internet trgovinu. S naglaskom na sigurnost plaćanja, u radu su obrađeni mogući načini plaćanja u internet trgovini, kao i sustav koji omogućuje beskontaktno plaćanje putem interneta. Na kraju rada prikazan je razvoj internet trgovine u jednoj od država članica Europske unije – Republici Hrvatskoj. Nakon analize razvoja internet trgovine u RH i analize korisnika interneta te online potrošača, prikazano je poslovanje najveće internet trgovine u RH.

This paper deals with the topic of internet market in the European Union. To begin with, what is briefly explained is the emergence of the Internet, which was the foundation for the development of the Internet market, as well as the history of the internet market itself. The advantages and disadvantages of the internet market are highlighted, both for the traders and consumers. Besides the emergence of the Internet and internet market, this paper also deals with the history of the internet market in the European Union. Special attention is paid to the issue of online consumer rights, as well as the issue of personal data protection, which represents one of the biggest obstacles in making internet shopping decisions. The importance of personal data protection has been emphasized, such as the situations that can cause misuse of data, as well as the obligations that the trader need to take in order to make the internet market safe to the consumer. This paper also deals with possible internet market paying methods, and the system which enables contactless payment via internet as well. The paper ends with the display of the internet market development in the Republic of Croatia. After the Republic of Croatia's internet market development analysis and also the analysis of the internet users and online consumers, the management of the biggest internet market in the Republic of Croatia has been displayed.