The topic of this paper is the Internet sales and analysis of the legislation through which it is regulated in Serbia. The author will try to give the answer to some common questions and problems which consumers are faced with when buying over the Internet. Despite the resistance and suspicion with which it encounters in our country, buying over the Internet is a necessity imposed by the new information age, which offers a number of advantages and benefits compared to traditional sales. Shopping over the Internet is the fastest and cheapest way to buy a product, but also the most profitable form of trade because of the simplicity and low cost. In Serbia there have been brought a series of laws and other regulations that follow the requirements and standards of the European Union . However, it is not enough to adopt certain regulations, but also to provide their effective implementation and application by the citizens and authorities. It is also necessary to educate merchants and the consumers themselves in order to spread awareness about the importance and benefits of e-commerce.