The topic of this final paper is shopping behavior and shopping (user) journey (Customer journey) in the digital environment. This topic is particularly interesting because it seeks to show how important it is to understand the needs and desires of consumers, and given that more and more businesses operate in a digital environment and e-commerce and m-commerce are constantly growing, it is important to understand how consumers think during the purchasing decision-making process in a digital environment. In today’s world the advancement of technologies like the internet have created a whole new environment. This new environment has brought changes in the way we do business, consumer behavior, and the purchasing decision-making process. Thanks to the advancement of digital technologies, new marketing strategies and tools have been created. Mobile devices such as mobile phones and tablets are becoming increasingly important. The importance of understanding what changes in consumer buying behavior have brought digital technologies is reflected in the fact that understanding consumer buying behavior can more easily adapt a marketing strategy with the aim of increasing sales and creating loyal consumers. Customer journey is the process of making a purchase decision in a digital environment, and by creating buyer personas and mapping the customer journey, it is easier to understand how consumers think when navigating a website. As part of this final paper, the author conducted a survey of 105 respondents. Through the research, the author wanted to come to the conclusion what influences consumer behavior when making a purchase decision in the digital environment at each stage, how various digital marketing strategies affect consumers.