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Globalization, technical progress, the trend towards digitization are phenomena with a strong impact on markets all over the world. To a large extent, the trends of digitization and online purchases were accelerated during the COVID-19 pandemic, causing major changes in consumption habits.The objective of this paper is to study the new trends in consumer behavior regarding the purchase of pharmaceutical and cosmetic products, as well as the influence of factors from the online environment on the purchase decision and on the perceptions and attitudes of the respective consumers.