In the context of the growing global changes caused by digitalization and the Covid-19 pandemic, companies have found a way to become and remain relevant market players, through digital presence. Their inclusion in the world of digital sales enables faster and better market penetration, with great opportunities not only to retain existing consumers, but also to attract a large number of new consumers. As digital sales are gaining momentum, this paper presents research on the consumer experience of digital sales in today's world. The research was conducted on the territory of the Republic of Serbia, through a questionnaire. The questionnaire was distributed via a link, where the questions were with offered answers, and also presented through the Likert scale, with five levels. The results were then elaborated in SPSS. Research can serve as a backbone for companies to improve their business in the digital space. In accordance with the answers received, companies will gain insight into the importance of digital business, the level of acceptance by consumers, and guidelines for further growth and development.

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