The society is increasingly getting more and more digitalized, which affects all industries, particularly the e-commerce, which is growing more than ever. Sales over the Internet is increasing every year. The big winners on Internet in Sweden in 2015 was the building trade, baby and children's segment and the sale of food. One of the fastest growing industries online is children's products and toys. Report by the Swedish E-barometern shows that it is women between 30 and 49 years, which is the most frequent customers in e-commerce stores, providing child-related products. During the year of 2015 it showed that consumers get more influence on the market. Consumers want to decide where, when and how the products ordered will be delivered. It is also found that consumers are disloyal. They jump easily from one operator to another if their demands are not met. To create loyalty, it becomes increasingly important to offer a pleasurable shopping experience. Furthermore, it should be easy to shop online. Minimum notches during the process, such as a payment solution that does not work, itis a big risk that the buyer cancels the purchase.