The main task of any online store is to fulfil the needs of their users and make sure that their user experience is as good and as positive as possible. To be successful and offer a positive user experience, every user's step has to be carefully planned, from their entrance into the store to the completion of the purchase. In this master's thesis, we carried out an expert study with which we compared online stores ZKP RTV Slovenija, Big Bang and Hartman. We discovered that Big Bang store included the most criteria, whereas ZKP RTV Slovenija most often did not cover any criteria. Besides the expert study, we also prepared an online survey with which we gathered opinions of users that discussed their user experience after completing an order. It turned out that most users wish for the option to pay cash on delivery, more adequate descriptions of products, options for comments and assessment, and the store's presence on social media.