Often we are unaware of the importance of our own thoughts, words, procedures, and the way we do it all. By the combination of the above-mentioned actions, we create our own character and on the basis of them we can see the real image of the personality traits that form each person. Personal factors such as perception, attitudes, knowledge, motives, features, values, and lifestyles are actually one of the factors that most affect a person as a consumer when buying a product. Why are some individuals thinking about buying online completely and negatively while others might even prefer online shopping? Why and whether extrovert or open types of people will fall before the impact of marketing promotion and thus buy the product they are offered? Will the desire for self-determination affect a certain type of people to over-buy products that "feed their ego"? Will it also affect how the consumer perceives the product when viewing the first ad, or will the superego take on a protective role when purchasing it? All these are answers to which marketing experts are trying to find the answer to better prepare for the market and stand on its stage as real leaders. Numerous studies have been carried out to study types of personality traits. Also, numerous medical studies have been carried out that have demonstrated a certain genetic connection with human attitudes. In order to explain the connection of online purchases with the types, characteristics and personalities of people, the factors, theories and the empirical part of the questionnaire were analyzed in this work.