The development of e-commerce in the Republic of Croatia is significantly marked by rapid technological progress, changes in consumer behavior and adaptation of the legal framework to support digital transformations. E-commerce has evolved from its humble beginnings in the late 1990s to a dynamic and comprehensive sector involving a wide range of products and services. Key growth factors include increasing the availability and quality of the Internet infrastructure, the introduction of the 5G network, and the improvement of mobile connectivity. The legal framework, including the Electronic Communications Act, plays a vital role in ensuring the safety and protection of consumers in e-commerce. Strict data protection and privacy standards, as mandated by the General Data Protection Regulation (GDPR), are key to building trust among consumers. Innovations such as artificial intelligence (AI), blockchain technology, augmented reality (AR) and virtual reality (VR) enable the personalization of the user experience, the improvement of transaction security and the interactive presentation of products. Changes in consumer behavior, especially among younger generations who prefer digital channels, are contributing to the further growth of e-commerce. Mobile commerce is becoming dominant, while social networks play an important role in promoting and selling products. International e-commerce giants present on the Croatian market bring global trends and technologies, but also increase competition for local retailers, who have to innovate and adapt their services. The future of e-commerce in Croatia promises further dynamic growth supported by technological innovations, adaptation of the legal framework and changes in consumer habits. Implementation of new technologies, improvement of infrastructure and continuous education of consumers are key.