The number of Internet users is growing, but only small part of them buys products/services online. The objective of the paper is to highlight the factors that are meaningful to consumer motivation to shop online. The results of literature analysis show that there are three groups of factors effecting online shopping: 1) perceived characteristics of the Internet as a sale channel, 2) consumer characteristics and 3) characteristics of the product. However, the significance of the factors depending to these groups is mixed or not clearly reported. The results from the empirical study show that the convenience makes the most important influence on consumers who shop online. While the limited abilities to get acquainted with a product/service by means of senses is the most important factor why consumers resist shopping online.